We are going through a period where media and communication models that have been used to deliver messages to consumers at eroding at a rapid pace. That in combination with the transfer of control from marketers to consumers has left traditional media and the echo system they support wondering what to do next. The shift is taking place among all segments of the population. This is both a tread and an opportunity for companies that develop new communication models and understand the role consumers play in a brand’s strategy under the new paradigm. There is no magic potion but the answer lays on a good understanding of the basics: know your target and how your product or service satisfies a specific need in the target.
Confronted with these changes, marketers can not use the same strategies they have used for the last 30 years. It is not about old or new media, it is about the role consumers have taken as creators of content whose distribution is facilitated by technology. This content can be in the form of a consumer complaining about your product and notifying the entire network in Facebook or all their followers in twitter. So brands listen up to what consumers have to say and use the same technology to empower your brand evangelizers.
The common denominator here is that the same technology consumers use to communicate is available to brands and they can identify trends and truthfully engage audiences in a conversation. You may not have the entire resources in house and need to bring them on board or outsource. There is no single formula for success. What can make a difference is the preparation of your internal resources along with a strategy that was derived from research and arrives at the intersection of a clearly defined consumer profile and how your product or service satisfies a specific need.