Marketing that Connects: A Guide for Brands
By Jonathan Sinton, TNS
Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the parameters for connected consumer behaviour are no longer new.
The Apple iPhone turned eight this year, Facebook and Twitter have been part of the public consciousness for almost a decade, and LinkedIn and Google have been around for even longer. As the technology becomes more familiar, the trends in people’s behaviour have become more consistent and predictable:
Always on lifestyle.
People are constantly connecting through digital technology – and this creates opportunities for marketers able to identify the digital moments that best align with their brands.
Brands’ best chance of success lies in adapting their approach to each channel.
As people spend more time on social media, the social channels they use are becoming more diverse.
Specific screens no longer own times of day or aspects of consumer behaviour.
Brands must develop adaptive content strategies that enable the best possible experience on all possible screens.
People are watching more video – but not on traditional TV.
Brands will find it harder to reach mass audiences through a single opportunity, but far easier to deliver relevant video content to highly targeted, addressable segments.
What’s in it for me?
Consumers (and particularly younger consumers) are increasingly comfortable sharing their data with brands, provided they gain relevance or other forms of value in return. They demand advertising that is targeted, tailored and anticipates their needs.
Mobile grows in influence.
This in turn hands influence to a small number of media, gaming and service providers that often have proprietary, locked-down content or advertising protocols.
Convert a sale anytime, anywhere.
The world’s largest online retail event, Alibaba’s ‘singles day’ in China generates US$4 billion sales through mobile.
Technology has removed barriers to entry.
Consumers embrace new types of supplier, channel and payment models and are open to new ways of doing things if it better meets their needs.
To continue reading, download Marketing that Connects: A Guide for Brands