Talking on the future trends of eMarketing is not only talking about the technology evolution, but also talking about how the marketing itself would transform. Technology is going to be ubiquitous, so does marketing, like what Forrester named it as ubiquitous marketing: the art of connecting with consumers through emerging media, everywhere.
Ubiquitous Marketing
http://www.forrester.com/Research/Document/0,7211,42090,00.html
Marketing everywhere will be complex since the power to reach consumers everywhere comes with responsibility, i.e. to be meaningful everywhere. As discussed in the article, the bottom line is that Ubiquitous Marketing must connect to consumers on the consumer’s “term and condition” so that the consumers would not be irritated. Three keys for the future marketing to keep consumers from tuning out.
1) Marketing will transform into service, which means that marketing would become a service-oriented and facilitates the consumer experience. It should always address the basic questions: what is the consumer looking for? What is their interests, and when? Detailed understanding of consumer needs is the critical centering point in defining the message and desired outcomes in Ubiquitous Marketing.
2) marketing synchronizes with the environment. The essence for marketing will be diversion and consideration instead of interruption to the consumer. The message would need to be relevant and to take into account what the consumer is doing. The best and most relevant marketing will put both the message and the brand into context.
3) marketing contributes to the consumer’s conversation. Marketing would be involve as an ongoing dialogue with consumers, with one media handing off to another.
The marketing mindset would shift from top-down to bottom-up, from communicating to a mass audience to connecting each consumer to the brand. The strategy must build the consumer’s connection by mapping marketing to the customer journey and purchase cycle.
After all, now and forever, a successful marketing is all about interacting with consumers at the right time, at the right place, with the right message.
- Another related article:
Interactive Marketing Channels To Watch, 2008
http://www.forrester.com/Research/Document/0,7211,45026,00.html
1 comment:
Rizki, yes, ubiquitous marketing is surely is one key for company to survive in this competitive market.
As Jeff Lippold mentioned in his presentation that communication is no longer defined in cone-shaped but more like scattered-around.
There are many ways to build communication to customer and one way is via mobile phone, which is a powerful way for ubiquitous marketing especially via Mobile internet, just like what Tsutaya did (for our next case study ^-^ )
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