> DIGITAL WORLD
By searching and browsing and contributing on the internet we all are collaborating in one shape or form. And, as a brand, you can play into that’
Five trends Nuytemans sees five key trends in terms of how consumers expect brands to interact and reach out to them based on how digital is influencing their behaviour to communicate and share with each other. The first of these is all about interactivity. “Obviously people really,
truly interact constantly now, 24/7. And that’s kind of weird, because not so long ago I don’t think we would have ever thought that we would be saying, ‘I’m having a wonderful espresso today’. It is really flabbergasting.” It’s particularly strange, she says, for those who were not brought
up with social networking. “We read about all kinds of privacy issues and wonder are people aware of these. But at Ogilvy, when we do work for clients we sometimes do focus groups with younger peo- ple. They tell us, ‘We’ll click on anything and everything’. “As digital immigrants we think, ‘My God, what are people
doing?’. If you judge it from the older generation you wonder what the hell is going on. But there’s a sense of people quite publicly sharing and it’s a state of behaviour, a state of mind. It’s not something conscious or unconscious. Increasingly, it’s just normal for those generations coming up. It’s normal that you’re fine with saying ‘I’m reading this wonderful book’ and you share that with 500 people. Not so long ago, you would- n’t have ever thought about sharing that piece of information with anybody.” This, she says, is what she means by the virtual society. “It’s amazing how technology is changing our societal behaviour, our personal behaviour, our communal behaviour, or how we think and feel, and it has done that overnight and that will go on. This is a reality. It’s not a phenomenon that you just link to the popularity of a social media site. It is much more dramatic than that. So, whether Facebook is successful or not doesn’t matter anymore. It has created a behaviour – not just Facebook, but everything that has been going on over the last few years – that is quite dramatic and very new to all of us but also very new to brands.” The next behaviour, according to Nuytemans, is the willingness
to collaborate. “I think there’s a real collaboration between con- sumers which offers new opportunities for brands. Previously, brands might have collaborated by organising focus groups and getting panels together and so on, but it’s amazing how con- sumers collaborate with others.”
30 Marketing Age Volume 4 Issue 3 2010 As an example, she talks about researching where to eat or visit
in an unfamiliar place. “Not too long ago I would probably have had to figure out if I knew somebody in that city and call them up to ask for suggestions, or I would have read something in a book or on the internet on it. “Today I just go and ask on iSearch or through Facebook or
Twitter, or I just search, and I will get an instant answer. And I will respond back if I have an experience and I will be adding to that information on the internet, on that intelligence of what was inter- esting to do in that city.” Nuytemans notes that collaboration is particularly interesting because it’s about groups of strangers coming together as com- munities to help everyone out in many different ways. “A great example is that Facebook users translated the site from English to the many languages it exists in today. By asking individuals if they could help, they translated it from English to Spanish in four weeks at no cost for Facebook.” Another example of this collaborative behaviour has resulted
in numerous applications being developed for the iPhone and other such devices. “If the iPhone had been invented 10 or 20 years ago that open source phenomenon, where development companies can suggest and build an application, would not have existed. Everything was gatewayed in those days. Today, all of those applications have been developed by differ- ent developers. “People say they won’t collaborate with a stranger, but it’s more
subtle than that. Actually, by searching and browsing and con- tributing on the internet we all are collaborating in one shape or form. And, as a brand, you can play into that and figure out how to turn that into a benefit for yourself.”
Express yourself Expression is another one of the new consumer behaviours for Nuytemans. “People comment, write blogs and so on. Twitter is not really a social network but a huge publication platform. “Again, this is very interesting for brands because all the time we
talk about things that interest brands, because we talk about life. So, even if we don’t talk about brands we actually really do. We’ll talk about our interests and needs, about travelling and cooking and health and parenting and computers, which are obviously the spaces and categories that brands play into.
’
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68