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10 reasons why brands still fear communities |
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Written by Phil13
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Sunday, 06 April 2008 |
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10 reasons why brands still fear communities 1 Customers become harder to find and more difficult to keep => fragmentation of customers attention => Marketing costs more and delivers less 2. The Word of mouth through emails, social network, IM or cellphones can dominate over a brand message, even when multi million dollar marketing are spent. => We trust a community more than advertising. 3. The youth believe in freedom of choice, indeed the necessity to make their own choices. Brand advertising and marketing was based on the principle “Be like me” as an inspirational desire. But in the future this will not work. => That means “From Push to Pull” for advertising 4. Consumers today are more aware of the options and sources of information available. Previously the only way to learn from new offerings or products was through advertising (or word of mouth). Consumers don’t want interruptive advertising anymore. => Age of self-empowerment 5. We move into the connected Age called “Generation-C”. A Gen-C member carries his/her community in the pocket (cellphone) and accesses that community all the time: “The network is there to help me and I control the interaction”. => Sharing information is power. 6. Emergence of the four C’s: Commerce, Culture, Community and Connectivity => a more powerful and inseparable combination 7. Each community will have its dominant influencing members, who coordinate communication within the community. The only way to convince this generation for marketers is to identify them and to cooperate together. 8. Internet is troublesome for brands: Nobody owns it, everybody can use it and anybody can improve it. A regular business by its nature is predisposed to misunderstand the internet’s nature 9. Consumers today want to create their own content. Technologies allow delivering or creating contents and services faster than ever like the blogosphere, which drives huge amounts of interactivity (real time and multi flows of information, knowledge, views and opinion) 10. The information needs to be entertaining. If brands don’t package their message the way the consumers want it, it will be ignored. Rather no advertising than a bad one.. =>Info-tainment We’ll resume this first blog by a famous Charles Darwin’s phrase: “It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change” Inspired by the book “Communities dominate brands” by Ahonen & Moore
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