Marketers need to radically change the old rules of Integrated Marketing if they want to stay connected with consumers whose preferences are changing at a fast pace
Further, the consumers are shunning authority. We no longer live in a world where people instinctively trust authority. As much social research shows, we’d rather trust our own instincts and the information we learn from our friends. For the brands, it’s better to be talked about by consumers than to try to out-shout the crowd.
These are fundamental changes that will make every theory of Integrated Marketing stand on its head. The new world then is not about dominating, but is about engagement. It can sound chaotic and scary, but it needn’t be either. So what is it that the brands need to do to engage consumers?
Make the consumer look good: It’s not about giving the shine to brand, but to the consumer. The Coke Mentos videos on YouTube made the consumers into heroes for the brand. Give consumers a platform: Learn from them, see how they interact with the brand and make them central to your brand. This is different from the existing thought of being idea central. The idea has to take a back seat.
Let them have fun with the brand: Let them customise it, use it the way they want to use it, and allow them to tell the world that they have found their own way of using it. Speak to them in their language: For a very long time, brands have spoken to consumers in their own vocabulary. In the decontrolled world brands will need to speak with consumers in consumers’ own language.
What it means is that the old rules of Integrated Marketing have to undergo a change. The centrality of TV is no longer enough. The consumer is finding a voice, and their own voice, and the brands will have to put them in centre. It’s no longer about surrounding the consumer. It’s about engaging the consumer. May be there are no rules in the new reality.
Further, the consumers are shunning authority. We no longer live in a world where people instinctively trust authority. As much social research shows, we’d rather trust our own instincts and the information we learn from our friends. For the brands, it’s better to be talked about by consumers than to try to out-shout the crowd.
These are fundamental changes that will make every theory of Integrated Marketing stand on its head. The new world then is not about dominating, but is about engagement. It can sound chaotic and scary, but it needn’t be either. So what is it that the brands need to do to engage consumers?
Make the consumer look good: It’s not about giving the shine to brand, but to the consumer. The Coke Mentos videos on YouTube made the consumers into heroes for the brand. Give consumers a platform: Learn from them, see how they interact with the brand and make them central to your brand. This is different from the existing thought of being idea central. The idea has to take a back seat.
Let them have fun with the brand: Let them customise it, use it the way they want to use it, and allow them to tell the world that they have found their own way of using it. Speak to them in their language: For a very long time, brands have spoken to consumers in their own vocabulary. In the decontrolled world brands will need to speak with consumers in consumers’ own language.
What it means is that the old rules of Integrated Marketing have to undergo a change. The centrality of TV is no longer enough. The consumer is finding a voice, and their own voice, and the brands will have to put them in centre. It’s no longer about surrounding the consumer. It’s about engaging the consumer. May be there are no rules in the new reality.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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