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Reaching the ‘always-on' consumerThe traditional advertising model based only on reach and frequency is completely outdated. New marketing strategies are needed to engage with the citizens of the digital democracy, said Patou Nuytemans, EAME digital director, Ogilvy One Worldwide, at The Ogilvy Verge conference in Johannesburg this morning, 15 April 2008. She was speaking about the ‘Always-on Consumer' of the 21st Century. “The world has changed incredibly,” Nuytemans said, aiming to give some clues to the digital trends on their way to South Africa. She opened with Cisco's ‘changing world promo' inviting people to experience a changing world. In the project, Cisco asked ordinary people to share their stories of their own human networks. This is a changing world where…
Digital technology has transformed every aspect of our lives, Nuytemans explained. The average American consumes nine hours a day of digital media. Media is everywhere, at our fingertips. It is the consumer who decides where and when he uses his media to get his news, info, entertainment and advertising messages. It is the consumer who is in control, she emphasises. New networking formatsThe media communication industry is in full transition. Media companies had to change as digital was empowering consumers that they used to have control over. But this has meant that brands have to keep up with the new media in which their brands are being consumed – with or without their permission or intent. Despite the fact that 10 billion videos are downloaded from the internet in the UK every month, TV consumption will continue to rise, Nuytemans says. But when, how and where TV content will be viewed will dramatically change. More technology gives consumers more control. By end of 2009, 40% of American viewers will be skipping through 70% of ads – a loss of $27 billion in ad revenue. Now most media companies are partnering with You Tube to release episodes of popular TV series – even within a few minutes of airing. There are new retail platforms like Amazon Fishbowl . “Many ‘new' media reach millions of consumers, offering a whole range of new networking formats we need to master. But digital is about more… above the line, below the line… there is no line…!” Five clues to engagementNuytemans goes on: “Digital affects all of us – it has caused a true paradigm shift, turning consumers into true engaged citizens of the new digital democracy. The phenomena of User Generated Content will continue to evolve. The web 2.0 phenomenon has changed the face of marketing forever. To engage citizens of the digital democracy needs ‘push marketing' to make room for ‘engagement marketing'.” She gave five clues for engagement with the 21st Century consumer who is ‘always-on': Said Nuytemans: “That's what the five clues of 21st Century Consumer Engagement are about. Digital isn't the end goal.. engagement is. “The real questions remains is: are you ready to move beyond the tried and tested formulas to new approaches?” About Louise MarslandLouise Burgers (previously Marsland) is Founder/Content Director: SOURCE Content Marketing Agency. Louise is a Writer, Publisher, Editor, Content Strategist, Content/Media Trainer. She has written about consumer trends, brands, branding, media, marketing and the advertising communications industry in SA and across Africa, for over 20 years, notably, as previous Africa Editor: Bizcommunity.com; Editor: Bizcommunity Media/Marketing SA; Editor-in-Chief: AdVantage magazine; Editor: Marketing Mix magazine; Editor: Progressive Retailing magazine; Editor: BusinessBrief magazine; Editor: FMCG Files newsletter. Web: www.sourceagency.co.za. View my profile and articles... |