Outbound vs. Inbound MarketingWhen it comes to discussing inbound marketing versus outbound marketing, there are arguable pros and cons unique to each strategy. One major player in the marketing field, David Meerman Scott, recently wrote a book,&n… Continue Reading →

“Forward-looking nonprofit leaders, however, will recognize what their counterparts in the for-profit sector understood long ago: marketing is essential.”  – David Williamson, Marketing & Communications in Nonprofit OrganizationsTo further exp… Continue Reading →

As the semester continues and I begin to delve deeper into my work for ABAN, I’ve really started to take notice of specific non-profit/cause-related marketing trends and insights that I think are extremely noteworthy, keeping ABAN’s specific objectives… Continue Reading →

This week’s post has been very interesting for me to research and explore. Although essentially all of my marketing experience thus far has been working with consumer products and brands, I’m really excited to learn more throughout the semester about t… Continue Reading →

“It’s easy to be put off by the apparent complexity of digital media, but success comes down to understanding people and behavior. If you can engage consumers and enhance their experience, you will build long-term business sustainability and value.” — Jez Frampton, Global Chief Executive, Interbrand

An Apparent Shift in Focus

Part of my fascination with IMC has stemmed from an apparent shift in focus from product to consumer. Now, campaigns must be consumer-driven and create engagement with a brand that cultivates a lasting loyal relationship. My professor, Beth McAlhany, said in class the other day, “People don’t care about products. They care about what the product can do for them and what unmet need or problem the product solves.” I couldn’t agree more. We’re backing away from traditional methods of advertising and marketing because they are no longer as effective as developing true consumer engagement. Don’t worry if this sounds daunting, read on and let me explain. In this post, I will discuss the crucial value added by consumer engagement and offer a few different expert perspectives on the topic.

A Slippery Slope

According to Kenneth Clow, the author of Integrated Advertising, Promotion, and Marketing Communications, “Engaging consumers requires an entirely new, carefully integrated approach. Many new marketing efforts have been made to engage customers with the brand at every contact point as methods of building loyalty.” In my opinion, Clow describes a very slippery slope where balance, consistency, and relevance are key. Companies must now consider how a consumer interacts with their brands on a multi-touchpoint level. I’ve grown up in the era of social media, a new technology that provides companies with the tools necessary to spread brand awareness, increase consumer engagement and loyalty, and show their true brand identity.

The Importance and Value of Two-Way Communication

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Clow also asserts, “Effective engagement provides an avenue for two-way communication.” He couldn’t be more right, and I can draw from an example that I experienced first-hand. My aunt, Michelle Charlesworth, is a news anchor on ABC. She constantly tweets about relevant brands she likes and her experiences with them. After tweeting at Chobani how satisfied she was with their Greek yogurt, the smart marketers at Chobani quickly replied to her tweet with a “Thank You!” and then went the extra mile and sent her a whole box of free Chobani in the mail. That’s what I call consumer engagement and two-way communication! I think it takes a really savvy brand to not only respond to negative comments, but also remembering to reinforce and reward positive feedback. I was absolutely blown away by this story! And let’s just say I switched from Fage to Chobani after that.

It’s simple things like this that really exemplify the importance of a two-way conversation between brand and consumer, while also driving consumer engagement on the deepest level. 

Why the Shift?

Simply put by Hans Willems in his article Customer-Driven Online Engagement, “because the word ‘market’ connotes trade and revenue, it primarily tends to look at people as a possible source of revenue (‘what can I get from you?’ instead of ‘what can we mutually offer each other?’). It is perhaps subtle, but striking nonetheless.” Being customer-driven requires a completely different way of thinking, where the consumer is the starting point instead of the result. 

This concept is reinforced in an article I read a few months ago on Fast Company, 5 Ways to Build Brands in a Post-Digital World, “Consumer-created content and conversations are driving organizations’ image, reputation and bottom line. This represents a significant shift in dynamic. As consumers become increasingly influential, businesses are becoming less powerful.” I find this quote particularly interesting because of how much it rings true in today’s advertising and marketing landscape. The customer has so much more power now than even just five years ago. We are entering a world of customization, increased customer loyalty, and accelerated ways to utilize the power of word of mouth. 

With all of that said, look for a future post regarding the phenomenon of customization! Hope everyone is having a happy Thursday!
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