This passage was taken from the conclusion of my dissertation paper which compliments this blog:
The overarching point that connects all these new media components together is that in a few years from now, the primary source of our decisions will come from peers and their information, rather than brands. This does not mean that brands will have no influence over consumers, but they must change their image and marketing approach in order to present themselves as a peer rather than a faceless corporation. New technologies will give us the ability to know our customers at a personal, individual level. With this knowledge, marketers will be able to shape their messages to the individual’s particular likes and dislikes. They will be able to measure at what time and at what location their message will be the most effective, and with data visualization services they will be able to measure the effectiveness of their campaign almost immediately. A marketer’s success will depend on all these factors, and their ability to predict what is important to their customers. Do you have any other thoughts on how markets can more easily address the needs and interests of their consumers through new media?
2 comments:
Wow! This is fascinating! So the advertising industry really is about to be turned upside down! I just heard on the radio that a major company is launching a huge initiative to gather feedback about product through the internet. I can't remember the name right now, but basically it sounds like consumers will be handling product development and advertising ideas going forward.
This reminds me of your Love Never Dies commentary about how plays are getting reviewed by general viewers on the internet now and thoss reviews can make or break a play. I worry about honesty and selfish motives when it comes to relying on social media for marketing. Look at how people started staging accidents with Toyotas in America to further damage their image. At least official advertising is held to certain standards of truth...the internet? No such standard.
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