When the Internet arrived with all its underlying technologies and limitless space – all traditional methods of communication toppled among the increasingly information-obsessed society.
At will, readers, users and audiences can join the news conversation in real time, publish their thoughts and stories – and engage with friends, brands, media, journalists and bloggers.
Corporates, businesses, organisations, brands, and marketers, became respected content providers in themselves without the assistance of traditional media, simply creating their own communication channels.
Suddenly, the media’s three distinct voices – marketers, journalists and consumers – could openly communicate and publish within close proximity of each other – connecting, communicating and learning. They began to form new kinds of relationships within highly personalised news streams.
Today, everyone can be (and is) a creator or curator of content. What was yesterday’s audience, is today’s cadre of potential experts who can report what they know or filter information for distribution to audiences who trust their judgments.
Brands can do the same and many corporations did so already with creating their own media platforms (website, blog, social media), making their stories available to be republished by traditional news organisations, many of which now have fewer resources for original reporting.
Thus, today: smart marketing and communication content puts the consumer/user first, not the company, or the brand, nor the medium, not the channel – the power is in the consumer/user’s opinion of the brand – and brands are informed from the ground up of how they should communicate.
However, inundated in a sea of corporate voices all vying for attention – consumers are no longer willing to invest their attention – unless offered something of value in exchange, like solving their day-to-day problems or provide engaging news and entertainment.
Great, informative, educational and engaging content on various platforms are nowadays how businesses should capture consumer attention and inspire customer loyalty.
It ultimately means providing real value rather than superficial information or promises. It is an intricate strategy of giving, in order to spark consumers’ sense of commitment to buy or use the service or brand.
Understanding precisely how the marketing and communication landscape has changed is the first step toward crafting a great marketing and communications campaign.
Marketing communication is a mix of art and science
Pillars Of The New Marketing And Communications Environment
Redirecting marketing budget investments to where they will do the most good
- Internal Stakeholder Mapping And Engagement
- External Stakeholder Mapping And Engagement
- Consumer Experiences
- Customer Relationship Management
- Content Production
- Content Marketing
- Influencing the influencers