Reality check! Focusing on Consumer 2.0

If you read The Social Networking Animal, you already know there's more at the consumer's fingertips (quite literally) than any marketer could ever dream of comprehensively understanding. There are many who might like to believe they are "online marketing experts," but where is the expertise focused? Knowing how to create a Facebook event and send Twitter updates is hardly a ripple in the web 2.0 pond. Need more proof?

No marketer would deny the powerful shifts that are occurring, yet likely no one is bold enough to claim they can truly keep up. Living in a world saturated in brand messaging, one of the most effective methods to successful campaigns draw from the well of permission marketing. In other words, its about becoming brave enough to step back and let your consumers discover you; occasionally by dangling the interactivity carrot.

Shifting focus

Time to step over the Web 2.0 mountain and get over the "wow" factor of new and emerging digital technology. Yes, Technorati, Mint and widgets are so very cool. Yes, we all agree that they have enormous potential. Yes, we have a lot to learn. However, it's time to understand how consumers (and that includes you and me) are being revolutionized from these new mediums of message vehicles.

Thank you to mr.youth and RepNation, here are some rules to follow to keep a consumer engaged in your mantra:

CONSUMER 2.0

1. Consumers own brands: Consumers will speak about, repurpose and associate with your brand as they see fit. People aren't stupid.

2. Authenticity trumps celebrity: Consumers respond to honest, relevant messaging from peers over marketing speak and celebrity endorsements.

3. Niche is the new norm: Consumers do not form a mass market. They relish in choices and look for products and services that speak to them personally.

4. Bite-size communications dominate: Consumers digest short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise

5. Personal utility drives adoption: Consumers choose to consumer what they find useful in their lives over manufactured marketing needs.

The bottom line is this:

Don't be so bold as to think your message is the most important thing your target audience's life; let marketing become a two-way street of engagement.




Love or hate what you read? Don't hesitate to leave a comment or simply drop me an email at pauljmatson@gmail.com.