Digitalisation, interactivity and mobility influence marketing communication
Article published in PR Sense, October 07 Issue - http://www.prpoint.com/
The basic purpose of marketing is to get your message to the customer and in turn motivate them to purchase your product. Traditionally, marketing departments leverage media outlets such as press, TV, radio to get the word out and build brand recognition.
Today, the environment for communication is transforming as we progress deeper into a digitally driven age. Mobile phones, the Internet, satellite radio, pod casting, interactive tv are only some of the ways that are dramatically changing how a consumer can access information. For a marketer this means new touch points and opportunities to communicate with your next potential customer.
The future for communication planning is evolving. There are three things that are influencing this transformation - digitisation, interactivity and mobility. Firstly, Digitalisation is changing society and all means of communication within it. Never before has it been so easy to source information at our fingertips. Secondly, Interactivity is changing the way we communicate. The Internet has changed things radically. Search engines, discussion groups, blogs, and other tools and models enable customers to reveal their preferences or intentions about a given product or brand. This feedback is the holy grail for marketers. Lastly, Mobility. We do not stay in the same place and when we move or travel we are now empowered by our mobile phones, blackberrys, laptops and other devices that lets us carry everything with us. We are always reachable.
Consumer behaviour is changing and in turn the way we must communicate with them. The world of marketing communications is no longer about talking at customers in a one-way monologue, but has moved towards involving and establishing a dialogue with customers. Marketers need to create a relationship and bond that involves an engaging customer experience that does not end with the first sale but lasts for the lifetime of that customer relationship. As marketers we need to think about how to best harness these new opportunities and what message to communicate through which channels.
Sophisticated marketers are investigating new ways of reaching out and communicating with their consumers through search engines, podcasts, videos, social networks, virtual worlds and even via in-game advertising. Your next customer is probably right now searching for your business on Google, are you there?
Tushar Balsara, Associate Director & Head of Operations, MediaVest
Tushar joined MVi, MediaVest Manchester’s digital team in October 2003, and pioneered the setup of the search marketing division in 2004. Tushar at present is Head of Operations and is responsible for supporting Mediavest clients in transforming their businesses online in the digital world. MVi provide their clients search engine marketing, display media planning and buying, affiliate marketing and strategic consultancy services. Tushar is a regular speaker at digital marketing conferences.
