The media industry is in transition because of the digital revolution, and this significantly affects how the advertising and marketing industry engages with consumers. <\/p>\n
So said Patou Nuytemans, Ogilvy’s digital director for Europe, Africa and the Middle East at the Ogivly Verge Digital Africa Conference yesterday.<\/p>\n
“Audiences and media are now fragmented and you can’t reach audiences in just one go. One has to communicate to individuals using a multi-channelled approach. And this in turn has forced marketers to move from an interruption model to an engagement model.”<\/p>\n
She put forward five key factors as to how business should be engaging consumers in the 21st century after illustrating the growing importance of digital in people and marketers’ lives.<\/p>\n
Five years ago nearly 40 percent of Brits were apprehensive about technology. Today 81 percent are keen to surround themselves with the latest innovations. <\/p>\n
In 2002, 10million new pages were added to the Internet every day. With a blog being created every half second, it’s difficult to track how big the Internet truly is, said Nuytemans. <\/p>\n
Skype has built a consumer base of 100million users and is now responsible for 7 percent of the world’s long-distance telephone calls . Today, the average American spends more time using media devices than any other activity. <\/p>\n
“More consumers will soon discover that their video, audio and written content options are increasingly limitless … it’s this media explosion and the tremendous audience fragmentation it’s causing that makes the traditional advertising model largely built on the currency of reach and frequency completed outdated.”<\/p>\n
The first guideline for consumer engagement is to see brands as courtiers or court jesters. The greater the use or entertainment value they provide, the better. <\/p>\n
For instance, the TV programme Extreme Makeover Home Edition involved US retailers Sears’s furniture. Though the programme has never been overt about this relationship, it does send out public relations communications in this regard to get this message across. <\/p>\n
The second aspect is: “Brands are connectors.” Being part of communities is vital, as evidenced by social network sites like MySpace and Facebook. Digital makes it much easier to connect with several communities through social networks and can allow for specialised sites. For instance, in April this year Barbie launched virtual Barbie Girl allowing girls (or boys) to decorate her room, shop at the mall and visit the park. With three million members in its first 60 days on BarbieGirls.com and 50000 new users every day, Barbie Girls is its own social network.<\/p>\n
The next “clue” as to how to engage with consumers in the digital age is “Brands as Co-ops”. “The web has provided consumers with their own megaphone.” It involves bringing together any contributions and making them matter. <\/p>\n
Dove’s “Campaign for Real Beauty” launched three years ago involved initiatives such as inviting consumers to vote via SMS whether a 96-year-old woman was “wonderful” or “wrinkled”. Heinz asked consumers whether or not it should drop an old slogan. Based on the response, the company kept it.<\/p>\n
The fourth rule is “Brands as Curators”, with more and more campaigns inviting consumers to create their ads. Chip maker Doritos invited consumers to create a 30 second advert for the Super Bowl — the sixth most viewed and overall most liked was one created for 12 by a 21-year-old. <\/p>\n
Nuytemans said the last guideline is the one most pursued. “There is one mass media left … and that’s the consumer.” But making consumers true advocates of a brand is not easy. “Consumers will be more likely to become brand advocates and forwarders when we provide them with equally great communication experiences.”<\/p>\n