Reading, writing, travelling, protesting – you name it and it’s happening on the Internet. So, logically your brand building too should happen on the Internet.
Consider this, when someone from this generation wants to buy a car he does not got to the company showroom or collect the car company’s brochure. The first thing he does is visit various websites, at least 25 of them, and then goes to a showroom when he has almost made up his mind of what he wants. Very rarely is the salesman able to assert his influence, for it’s ‘third party reviews’ which hold more weight than the salesman.
It’s said knowing your audience is the key to building a great brand for then you know exactly what he wants. However, this time it’s going to be an uphill task just knowing the audience as these guys are different. All these years brands were built by connecting and engaging the customer at various ‘touch points’, and the traditional touch points used to be TV, print, radio, outdoor hoardings, and direct mailers. A close look at these touch points reveals that this new generation watches his favourite TV programme on YouTube, or records it on his set-top box and watches it by fast forwarding the ads. He does not wait for the morning newspaper to arrive to know what’s the latest for he can log on to Twitter and read the summaries of the top headlines, or log on to the website and get the information. With live streaming of music he does not listen to the radio but tunes in to his iPod, MP3 player etc. Be it direct mail or e-mail most of them go in the junk box if they are promotions of brands. To top it all, with new laws coming in the number of hoardings is also fast decreasing. So, if this is the scenario then how do you ‘touch’ this guy?
FORGET, TO LEARN MORE
If you want to reach the new guys then there are certain things you need to forget.
(a)Forget physical media. Instead think digital.
(b)Forget traditional TV. Think of the second screen. Mobiles will be big in future and most brand building activities will happen here.
(c) Forget mass, think personalization. Mass mediums like TV and print have lost a lot of their sheen. It’s mediums which can send customized messages to consumers that will work.
You need to think like Amazon. Once you buy from it, the second time that you go there it knows you, and suggests things to buy that you may like depending on your past purchases. This is the personalization, the customization that the consumer of today wants. One size fits all no longer works. One campaign for TV, print, outdoor, radio, et al will not work any more. They say it’s the end of ‘lazy marketing’ and marketers & brand builders have to wake up and shake up and think of new ways to engage the consumer. Thanks to Facebook and other such sites today you can break up your customer base into micro segments. Pizza Hut, for instance, discovered that it had 17,000 different types of customers and planned different online campaigns which worked for the various groups. Read More....
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