8 Must-Do.s to answer the new comm trends

PESO, internet usage and change in media relevance – decoded for marketers

In the ‘good old days’ we used to divide the media according to the channel of distribution of the information. Back then I remember studying subjects like Radio or TV. And facing the mass campaigning starts now that Christmas time is upon us I couldn’t help but ask – did something change?

With the internet meaning ability for everyone to be connected as a catalyst we face some development in the way of communication – both creation and consumption. Being one of the channels, even though I must admit very influential one and definitely with a huge potential, internet access can be translated in the terms of communication like this:

  • the speed is much higher
  • everyone can contribute and reach mass audiences
  • liability i.e. quality of the information could be questionable
  • browsing-based consumption of information (vs. reading-based in the past)
  • focus moved to personalities and personal interests
  • information consumption on-demand

And even if you want to use the net for business purposes only it is not possible any more. Most of the searches for brand specific information will return personal opinions. The search for baby powder in YouTube for example will return thousands of smiling toddlers with the arguable quality of home-made grand ma’s videos. Not to mention facebook or Instagram where simple check of your peers or competitors will make you witness the food preferences of half of the city residents.

But what does it mean to the marketers?

  1. You have to stop classify media and measure outreach the old-fashioned way! Now we have PESO – paid, earned, social, owned. The trends show that there is much more willingness to invest in own corporate publishing than to spend money on paid media presence.  And No, you cannot base your PR planning on the advertising value of the articles – its only purpose is to make your CFO happy. 
  2. Listening is much more insightful than talking – ask, listen, participate in the dialogues that intrigue your customers. 
  3. Work with media, with opinion influencers, gatekeepers, with your own team (you remember? every employee is your brand ambassador) – do not ‘distribute’ press releases but offer the opportunity for everyone to receive easily and quickly reliable information on-demand. Cooperate on quality content creation. Bonus is if you make it fun. Move toward brand journalism and native advertising.     
  4. Get prepared to act quick and focused if needed (which btw includes also ad hoc defining and cooperating with third-parties).    
  5. It is about time to have your customer experience mapping.          
  6. Be visual, touchable, entertaining.                                                                                 
  7. Integrate.                                                                                                                     
  8. Customize your own evaluation system – it is the only way to cope with Your specific audiences, Your way and channels of information and to track of Your key messages.
09 December 2015
Zbigniew (not verified)

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