|Marketing in the digital age : Online Persuasion
Since 2003, consumers have been spending more on devices and services like these that avoid ads than the entire advertising industry has been spending on media to reach them.
And so the model is broken. The rise in demand for TV airtime, combined with the much narrower target audiences brands have today, plus the increasingly effective attempts consumers make to avoid the ads, have changed the game.
WOW-O-WOW'S guiding principles while marketing in the digital age are:
1. Reaching the target audience
Most analogue marketing hits the wrong people, or the right people at the wrong time.
Digital is more efficient and more impactful because it can hit only the right people, and only at the right time.
Whatever you are looking for, the page of analogue classifieds is mainly irrelevant, no better than spam.
But all the results on a search page are relevant to what you want.
So, in the digital era, marketers need to think less about wasteful broad media planning, and more about hitting exactly the right people at exactly the right time.
2. Word of Mouth (WoM)
The phrase word-of-mouth (WOM) refers to "informal, person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, an organization, or a service".
WoM is perceived to be more trustworthy and relevant, is more likely to generate empathy, and can significantly reduce consumer resistance.
WoM has been described as "a dominant market force in the marketplace" and plays a significant role-often more than any other source-in influencing consumers' perceptions.
Online WoM communication spreads at an unprecedented speed for a much lower cost.
Moreover, the Internet provides numerous venues for consumers to share their views and experiences.
||Among many forms of online WoM communication, consumer-generated product reviews (user-generated content - UGC) are growing in popularity for two reasons.
First, more and more consumers are willing to use their usage experience as grounds to offer advice and opinions about goods and services.
The second reason for the growing popularity of online reviews is that an increasing number of consumers are using such online reviews as important information sources.
3. Finding the perfect partner
In the digital era, every brand is a media owner, and can grow through strategic partnerships. Save media money and find the perfect partner.
When it works, the strategic partnership can be very effective: each brand benefits from rising awareness and a new group of potential new users.
And because no media costs are involved, strategic partnerships can be cheap to run.
4. Trial as a starting point
In the analogue era the point of much marketing was to encourage consumers to trial a product or service. In the digital era, we can be more direct. Trial can be our starting point and not our end-point.
Experience is the best form of marketing. Experience is indivisible.
Online, the positive experience we deliver must be the total experience the prospect receives from the moment they think about their need.
There is no point having a slick website if it takes 25 clicks for the prospect to find it. Or if the promises made in paid-for clicks don't match the content of the website. Or if the prospect cannot find it at all.
The digital parts of the brand experience must work together with the analogue parts. There is no point in having a cutting-edge digital frequent-flyer scheme if your best customers still struggle to get through the airport.
If you sell everything under one house brand, the whole experience of your company is what matters. Ensure that all your web presences work together.