I remember when I started my degree in Media and Communications, where I would walk into those lecture halls eager to learn about the newspaper environment, marketing formulas, advertising techniques, and the history of TV, radio and newspapers. Interestingly enough, about four weeks into my first year, my lecturers were preaching something that was completely foreign to me... DIGITAL?!?!
After a meltdown or three, I quickly came to the realisation that the traditional media hierarchies were in a time of change. With the introduction of digital, people were no longer the children of corporate branding, where they were to be seen but not heard. Instead, digital had become the VIP pass to a club that gave everyone the opportunity to leave their passive consumer role at the door, and express their own opinions to an online audience of almost two billion.
This is a great story about the consumer’s transformation from sheep to shepherd, but what does this now mean for the companies? The digital space is definitely not one to be feared, for in every threat there lays an opportunity.
Firstly, the biggest threat for companies is the lack of a controlled environment; whereby anyone can converse in any manner, and say anything about their product, making them powerless in controlling the company’s public image. Secondly, it is a fear of the unknown; digital is a platform that is often considered to have not been in the industry long enough to show a proven and solid return on investment.
I may not have been in the media industry very long, but if there is one thing that has become obvious to me since starting, it’s that the media landscape is forever changing. What worked 10 years ago will not be as effective today, and what works today will be a prehistoric methodology by 2021. Presently, digital allows us to explore options that were previously unavailable, providing opportunities to engage with consumers in an innovative and fresh approach. So how do we take advantage of this?
No matter where you are in the world, there are two universal human facts:
Universal fact #1: People need to interact with each other, communicate, talk and share their experiences (hence the invention of language).
Universal fact #2: Everyone feels that they deserve to be heard, valued and respected in any relationship – whether this be with a family member, a friend, a partner, a co-worker, a society member or as a customer.
As the digital space is an international communication tool, these two fundamental human needs are fast forming the basis for online activities. For example, Facebook allows you to share a picture of your sexy new purchase at the Mollini winter sale, where your friends can boost your ego by commenting how jealous they are. Twitter can be used to help solve that frustrating but imperatively important midday debacle – to mission it to Sushi Hero or get in early to avoid queue at Miss Chu’s? Or do you feel like Paperbox for that Thai noodle hit? Fashion forums and galleries can keep you up to date with season trends, or by searching for a ‘how to quick scope in Black Ops’ video on Youtube you can brush up on your COD sniper skills. We are no longer restricted to ‘the Internet’ where people communicate in an online forum on a PC, digital has branched out into mobile media, including iPads, iPhones, smartphones and Androids; social media; blogs; YouTube videos and live streaming. People can respond positively or negatively, through links, videos or photos, or the simple click of a ‘like’ button. Furthermore, they are constantly connected!
As if the sheer scope of opportunity wasn’t reason enough to start taking digital seriously, our consumers are also changing. Although Gen X, Y and Z only make up a small portion of the world’s population, they are fast becoming the generations that are boycotting traditional advertising mechanisms. More than any other generation, they want to be heard, to express their individuality and to be valued and respected by their peers.
Coincidentally, they are also the fastest adopters of digital technology.
The key is to be mindful of consumer needs, and that includes listening to them, building a relationship with them and treating them as equal, and in turn you earn their respect. By not only respecting their needs, stimulating them with innovative and creative advertising techniques in an environment that is quickly becoming second nature to them will ultimately avoid resentment and boredom. As the saying goes, the best publicity is through word of mouth, however there is one small but fundamental difference - these days, our word of mouth is now done through an international megaphone.
Bronwen Goodbar
UM Sydney
The AdNews NGen blog: Within every threat there lies a pearl of opportunity
9 May 2011