Social Media Rises

Yahya and his sister Sara were curiously recording the physical features of Canon EOS 70D in their brain neurons and contemplating the idea of their preferable imaging instrument that fits their liking.  Their point of contention is not price or features, but possible blind spots that can mar their comfortable use of the Canon EOS 70D.  They have almost decided the model and the next step is naturally, not to approach the salesmen to inquire or bargain the price, but to use their smart phone to login to google search to know the latest reviews on the model. 

Here we go!  The salesman, cashier and brand representatives are could do nothing more except wait and watch.  The beautifully developed and placed danglers by the advertising company are hanging out without much interest on the brother and sister.  The full page advertisements released by media company on this day and of course the brand owner are all helplessly waiting for Yahya and Sara to complete their review from unknown peers in social media.  Back in 1990s, we must be depending on the salesman and some known sources to decide on the camera.  But now, never mind, we have internet to search and find hundreds of comments on Canon EOS 70D.  The purchase decision will be made based on the review posted on websites by real people with real experience.  The equilibrium is shifted!     

Social Media brought unimaginable changes in consumer behavior and preferences.  Every aspects of marketing is redefined and so the advertising agencies.  In fact, all business is redefining their communication preferences and strategy.  Advertising agencies are busy in redefining the meaning of advertising by sifting through revenue analysis and perhaps let us leave that process alone since that is not the subject of the article.   It is true that the influence of social media brought certain illusion of relaxation to brands from the cluster of cigar smoking advertising professionals.  But the fact is that social media brought even greater pressure on all brands to evaluate, review, re-look, retrospect and reposition their status among the consumers.   Because, the customers knows the brand and products better than we all think!

Price, quality and service positioning of brands are taken a back seat due to the customers and influencers frequent exchange of their experiences.   Now a day, brands are requiring ‘communication’ positioning more than their price, quality and presence positioning. Because, brands are requires treading through numerous consumer ‘mind tests’.  Mind Tests are not confined to individual or few groups only.  The findings are extended in internet world. Is there any one can challenge those tons of information available in public domains?  No, it is waste of time and futile.  The key to pass variety of mind tests by customers and to be positive and favourable is to employing the real ‘communication positioning’.   What is communication positioning?  Is it another advertising jargon? 

Nay, it is real, true and exciting stories of brand, products, company, people, history, benefits and growth.  Gone are the days when creative professionals are vociferously fighting to sell their creative excellences that can penetrate and stays sometimes on readers mind.  The meaning of creative is redefined now!

Social Media gives enough space and time. Yap, space and time are the essential elements of life and without them we are nothing.  Well, I may sound philosophical, but that is the essential component of communication.  Once was the traditional media playing the vital role in providing space and time to deliver the messages.  Yes, they provide the virtual space and time which is actually owned by them and offered some shadow of relaxation depends on our budget.  We never own them but made us to believe with the word of ‘buy’.  Actually it should have been called as ‘rent’.  Brands never own any space or time in advertising world, not even in customers mind.  Brands only rent them and subsequently erased when a new occupier (read brands) takes the place with better creative presentation.  Yes, it is true that some brands have a long term rental contract in consumers mind due to their heavy investment in brain neurons.  Those are exceptional!

Exceptional brands are having their own set of rules developed and nurtured for years.  Yet, they do face vulnerabilities due to disruptive technologies and innovations.  So do the traditional media.  The traditional method of communication is losing its relevance in a fast paced consumer life.  The targeted customers are not waiting for traditional media to reach them.  They have other preferences and laptops, mobile gadgets and tabs gave the freedom.  So what do we do?  

The customers want excitement and innovation.  They want the advertisements to invite them for conversations that traditional don’t. Customers are not satisfied with mere brand statements.  The challenge is that brands need to discuss with its customers.  They want brands to talk to them. If the brand don’t speak or discuss with customers, never mind, customers would find their ‘brand mates’ to discuss about it.   They discuss about every characteristics of a brand without worrying about what the brand owners are up to!  This is interesting, funny and at the same time dangerous to leave them without listening, understanding and responding.

Yahya and Sara already took the decision based on the review.  Social Media rises!