The Communication Process
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The Communication Process
The way in which consumers process information and how this reflects their attitudes and behaviour.
Curated by Alina Oleinik
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Customers Don't Want Ads, They Want A Conversation

Customers Don't Want Ads, They Want A Conversation | The Communication Process |

Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing. Crowdtap CEO Brandon Evans on the five trends driving the shift.


It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.


Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers. We have reached a tipping point where a penalty will be paid by those companies who simply view social as a mass communication channel for blasting out messages to a mass audience.

Today, the companies that win are closest to those who buy, use, and advocate for their products.


Five trends demonstrating a shift to collaborative marketing will create the biggest changes and ultimately offer the most significant rewards for marketers:

Alina Oleinik's insight:

Marketers are beginning to understand that consumer are not satisfied with just being talked "at", they want to be talked "with." New techology allows companies to start up a new product or service with ease, meaning that there is more competition out there than ever. However, those brands who become connected to their customers become better positioned in the marketplace. Incorporating consumers into the marketing process and allowing them to feel involved helps a company to build brand loyalty. Collaberative marketing is definitely the way of the future. 

Kate Corkery's comment, April 7, 2013 5:55 PM
getting the word of a brand out there is no longer enough, collaborative marketing is the way to go. social media has been a growing phenomenon for business to talk to customers. however business now need to use this tool to create value. consumers dont want to just talk they want to be heard. 88% of CEO's said that getting closer to their customers was their top priority. using social media effectively is one way to do this. entering the market in todays world is so easy competition is at an all time high. using the 5 factors in this article to effectively start marketing collaboratively will help to give the brand a point of difference.
Daniel Armstrong's comment, April 7, 2013 9:12 PM
This article talks about how marketing has changed in recent years from talking "at" consumers to talking "with" consumers and the brands who just use social media as a communication channel to blast out messages to a mass audience will pay the price. "88% of CEOs said “getting closer to customers” was the top priority for their business over the next five years." Brands need to get the consumers involved in their marketing activities to truly engage with them and to enhance customer loyalty. Competition in the market place is at an all time high and you can essentially get the same product elsewhere therefore brands need to use collaborative marketing to differentiate themselves and to establish themselves in the marketplace by creating a bond with its consumers, finding out what they want out of them as a brand and to take action so that consumers feel apart of the future of the brand.
Sashika's comment, April 8, 2013 11:32 PM
This article illustrates views that are in line with another article I have sccoped, about consumers having more 'power' . This article however is more informative and invites readers to consider the new age problems that businesses face and the importance of getting closer to customers by communicating with them not talking 'at them'. The article provides the reader with recent occurrences that have lead to the growing importance of collaboration with consumers, and the positive effects of vs the negative effects of not considering it.
Rescooped by Alina Oleinik from Consumer behavior!

Reach Out To Consumers With Experiential Marketing Strategies ...

Reach Out To Consumers With Experiential Marketing Strategies ... | The Communication Process |
As a unique approach to the task of marketing goods and services, Experiential Marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer in as many ways ...

Via Francisco Teixeira
Alina Oleinik's insight:

Experiential marketing aims to reach the consumer's senses, allowing them to "experience" the product/service for themselves. Using emotions and encouraging thought processes about a product or service is a powerful way to win over customers. Personal experiences are what helps customers to relate to brands and understand what they stand for more clearly. Thoroughly understanding the needs, wants, and feelings of the chosen target market is the key for success in this strategy. Due to the changes in our society, experiential marketing is likely to be adopted by more companies as a strategic way of marketing. 

Kate Corkery's comment, April 7, 2013 6:11 PM
a company wants to "create and experience" for their consumers

our society is evolving which means so are the consumers. traditional ways of marketing are no longer going to cut the mustard.

companies need to find a way to successfully create a customer experience that will drive their sales. this articles tells us that experimental marketing is a way for companies to do this. experimental marketing is when a company gets in touch with as many consumers as possible, this could be through displays, visuals, online, social media, print, songs and slogans. these means of contact now need to integrate a way to show their message while emotionally connecting with the consumer. relating on an emotional level will help the consumer relate, building their trust with that brand.
Daniel Armstrong's comment, April 7, 2013 9:34 PM
"As society evolves following the trends of technology, traditional approaches to marketing are rapidly becoming obsolete and out of touch." For instance, people are using technology to block out ads on tv and/or radio and choose weather they want to take in the information on billboards or other advertising mediums; therefore brands need to get their message across by catching the consumers attention by appealing to their senses. This is because consumers are just simply over stimulated as they are faced with so much advertising on a day to day basis that they'd rather change the channel through ads or record their favourite shows on my sky so that they can fast forward through the ads for example. Experiential marketing aims to reach consumers on an emotional level, stimulating their senses, so companies must do their research into who their target market is to successfully implement this strategy. "Experiential Marketing, aims at going beyond the product itself and tries to provide a holistic experience to which customers can relate through packaging and advertising."