New Rules for a Small World

As far as marketing goes the rules of engagement have been stacked up and burnt to a cinder.  Media consumption patterns are not merely changing – they are being completely redefined. So how do we keep up? Brandscape’s CMO Director and tactician extraordinaire takes a monthly look at the very latest, starting with the crucial question:

Who is this new consumer and how do we talk to them?

 

No marketer with a pulse would argue the powerful shifts that are taking place and it’s a brave person that claims they can keep up with all the changes going on in what’s become a truly ‘small world’.
 

 People have never been so inter-connected or vocal, especially in the youth and young adult market. Online and mobile communication has redistributed the power of brands and their agencies to people formally known as ‘consumers’. It is very apparent that this new empowerment is not simply a shift but the face of a completely new breed of ‘prosumer’. This is a generation that has grown up with new perspectives and has redefined the roles and interplay of communication, relationships, brands, technology and media.

 

The difference between a consumer and a prosumer is expectation. Traditionally, brands provided ‘stuff’ that people bought or consumed without the ability to question in any meaningful way that would impact on the brand marketing strategy. Today, prosumers also buy stuff but the process is radically different and the result can impact dramatically on a brand’s intended strategy.

 

The key drivers when marketing to prosumers are authenticity, niche, snack-sized communication, utility, honesty, trust and ownership.

 

Authenticity or, keep-it-real, has curtailed the effectiveness of celebrity brand endorsements although there is still a curiosity around celebrities, their influence has been diminished. In the prosumers’ world it’s more about ‘me’ and my friends or peers.

 

Online and Mobile communication connect real people whose opinions are shared quickly and trusted above those of brand-sponsored celebrity. The dissemination of information amongst peers via social networks; SMS, IM, Bluetooth, voice and email will beat any contrived marketing campaign hands down. 10% of the people in the age group 15 to 28 influence the purchase decisions of the other 90%.

 

Niche is the new norm, mass marketing is generally ignored and usually lacks relevancy in the prosumers’ lifestyle. The result is that they have become very adept at blocking out media advertising ‘noise’. To break through the block, brands need to be more open to personal dialogue and conversation, offer services and add value or utility that is relevant to their target market. In short, be co-creative.

 

Mobile communication provides brands with the ability to identify niche individuals, groups and communities, giving them the opportunity to deliver highly targeted, relevant interactive content and immersive brand experiences that create dialogue and relationship building.

 

The traditional 30sec TV spot has been replaced by the 160 SMS, the 140 Tweet, the instant WAP push or Bluetooth download. It’s a snack-attack. This generation of mobile savvy youth enjoy being teased with information not blasted, it’s the tease that holds their interest and keeps them coming back. Brands need to think of their communications as conversations or narratives. Let’s face it, 90% of the mobile communications between people are stories and they always follow a pattern of “Once upon a time, (the subject) …then he said…then she said, (the participants) ….the result was, (consequences) …and they all lived happily ever after (or not!).”

 

The new generation communicate amongst their peers at an astounding rate. It’s personal, relevant and gets round fast. There’s no need to go round friends telling them you broke up with your girlfriend or boyfriend, just a single post on Twitter or Facebook from your mobile phone, and the whole world knows, including your ex.

 

Time spent on mobile communication has made TV Ad viewing almost non-existent amongst this demographic, which is posing a major problem for brand marketers whose response has been to move their Ads to the mobile channel and increase the volume frequency. Online or mobile, this generation has become very adept at visually tuning out and averting their gaze from banner Ads. What seems to be ignored is the recognition that the expectations and focus of the brand’s intended audience has changed and that brand media needs to reflect this in their marketing communication strategies.

 

Brands still play a key role in certain categories of the prosumers’ lifestyle however their influence is dropping as more importance is placed on utility. The prosumer has more choice than ever and is choosing to consume products that they find useful or add value in their lives over brand-manufactured needs. Repurposing, content authoring and sharing are second nature to the tech savvy generation and successful marketers are learning that their best creative agency is their public. Doug Daft of Coca-Cola put it this way: “ We must stop looking in the mirror and start looking out the window.” Progressive brands are helping customers participate in generating and publishing their own content and in doing so are creating a powerful new media model.

 

Co-creation breeds’ honesty and trust through its joint ownership, this ultimately benefits both brand and customer. The brand benefits from free creative direction through immersive communication and the customer benefits from the satisfaction of participation that actively builds the relationship, and brand legacy.

 

The future of media is bright, however the traditional approach cannot be repackaged and dropped into the new consumer communication ecosystem. Marketers must re-think mass media and understand the power of niche marketing where the focus is on the influencers, the fans and early adopters. The power of today’s mobile and digital technology makes this possible and desired.

 

“The small world phenomenon” is what will determine the success or failure of a brand strategy. Marketers do not create ‘viral campaigns’; it is the audience who decides. The new media savvy generation can spot a fake from miles away and give it a wide berth or worse, highlight the brand’s folly. It’s a scary thought, but marketers need to relinquish control and embrace participation; those who do will prosper.

 

The brand media dilemma was clearly identified in a recent AdAge article by Nick Brien, Universal McCann CEO, who stated: “A brand is ultimately a promise; it is something that is not ownable by a corporation anymore. Helping consumers generate their own content is one of the smartest ways to embrace the new marketing model.”