The beauty of technology today is that we can communicate like never before. Consumers today are also better educated and more technology savvy; they no longer rely solely on advertising prints for product information. Consumers not only want to know how a product’s features and functionalities fit their unique needs, they want to know what current users with similar needs are saying about the product.
This new consumer behavior has affected traditional marketing and advertising methods. Marketers, in increasing numbers, are utilizing online media, finding ways to connect with the consumers. Engaging your consumer is a key to successful marketing. When a company can establish two-way communication with a consumer, it has achieved the ‘stickiness factor,’ one of three laws cited by social science writer Malcolm Gladwell in his book, The Tipping Point: How Little Things Can Make a Big Difference, as a key characteristic of consumer and brand loyalty.
Marketers should be thinking outside the box when planning advertising and marketing campaigns. They should be leveraging the target marketing tools available. Social media has been around for a few years now. It’s time to adapt to change.