Web 2.0 has allowed the relationship between brands and consumers to evolve. The very nature of web 2.0, has provided consumers with the power to influence their peers and the tools to co-create their brand experience. This has and will continue to alter the way in which brands are engaging their audience. Traditional marketing approaches will obviously retain their place within the marketing mix, but with further digital fragmentation and consumers bombarded with brand messages, marketers must consider how to leverage the new approaches to outsmart the competition.
This article reviews some of those traditional marketing concepts, tactics, tools and measures and their modern day equivalents.
From Web Centric Brand Experiences To Total Online Brand Experience
Consumers are spending more time on the web – up to 16 hours per week in Australia, and yet we are working harder to retain users online. Consider the average length of time visitors spend onsite – 5 to 10 minutes vs the average time users spend on Facebook or MySpace – 20 to 30 minutes. Social media has provided users with their own web presence and this is where web users are spending their time, in their surrounds and with their community. Innovative brands will recognise this trend and maximise brand engagement both on and offsite.
From Brand Messages To Content Marketing
Long gone are the days where brands are trusted. Consumer cynicism is high and customers are becoming less responsive to brand messages. Brands that truly deliver value through content will prosper as they assist consumers to solve problems rather than push the organisations agenda. In addition the viral nature of the web enables consumers to share and review popular content with their peers, making organisation assets more portable than traditional advertising formats.
Tactics & Tools
From Advertorials To Personal Blogging
There will continue to be a shift from paid advertisements written and presented as editorials in popular publications, to personal experiences and opinions communicated by the new authorities of the web – personal bloggers.
From PR to Social News Sites
No longer is the news dictated by few. Social news sites provide consumers and brands with the power to contribute and vote on what is newsworthy making PR submission the traditional route to market.
From Email to RSS & Social Networks
Email is no longer a communication hub to stay in touch with friends, family and the wider community. Social networks provide a much more dynamic way for users to communicate and interact, reducing a users dependence on their inbox. As a result brands will compete for attention in saturated inboxes – so relevance will become key for email marketing.
From a content delivery perspective, email is also diminishing in relevance as users can syndicate content to their personal web presence – allowing users to consume content when they want and in the format they prefer.
Artificial Popularity vs Real Popularity For Search
Even though search is still relatively new tactic, search engine optimisation is still evolving. Onsite content optimisation combined with extensive artificial link building is not enough. The best brands will succeed in search through gaining real popularity online – providing consumers with the tools to share content from their site which can result in “viral like” inbound links as content moves across the web.
From Reach to Engagement
Advertising measures include amongst other variables “reach” of the brand message however did that brand message make any impact on your target group or consumer? Brands will move from reach to focus on targeting smaller audiences which are engaging with the brand rather than attempting to touch mass audiences and gaining little recall.
The above does not encompass all new tools, tactics, concepts and measures. Do you have any additional ones? If so why not share them here.