Marketing has traditionally been controlled by the marketer. They chose what to show consumers and when to show it. For example, the consumer might be forced to watch a brief commercial advertisement while watching their favorite show. The power has shifted over the past decade and now the consumer controls what marketing content they will view. How can business owners adjust to this consumer-controlled market?
Consumers have more control than ever when it comes to marketing. They live in a world suffering from "information overload". Because of that, they tend to cut out unnecessary information. Marketing content and advertisements tend to be the first thing they eliminate.
Consumers can use ad blockers to eliminate nearly all pop-ups and banner advertisement. On-demand television helps them eliminate commercials from their shows. Streaming radio services let them listen to the music they want without interruptions. All of these "paid" forms of marketing media now make up a small percentage of what the consumer actually uses to make purchasing decisions.
This doesn't mean that marketing is dead in the water. It simply means that marketing strategies must now focus more-so on "owned" and "earned" media channels. These primarily consist of blogs, forums, social media sites, and website content. Therefore, whether you are a business owner or a marketing professional, you must find ways to connect to consumers through these outlets.
Many business owners now approach marketing with consumer control in mind. They consider it an effort of "co-creation" between themselves and the consumer. For example, they might create a campaign on Twitter where they encourage followers to share a story and include a specific hashtag. The business then chooses a few of their favorite stories and does something special for those people.
Not only did this campaign promote brand awareness, but they let the consumers stay in control. Most of them wouldn't know that they were part of a marketing campaign. To them, they are participating in a sort-of competition and also sharing their stories with their followers. This is a very simple example, but it is only meant to give you an idea of consumer-controlled marketing.
Consumers don't want to feel like you are trying to sell them a product. They don't want to be persuaded by advertising efforts. To survive in this consumer-controlled market you need to engage with your potential customers like never before. You need to provide them with relevant content that they will enjoy. Otherwise, you might find your business moved to their spam list. At VivImage, Inc. we are committed the helping your brand grow and expand your marketing reach. Contact us.