The Intersection of the Consumer and the Marketer in Today’s Evolving Media Landscape
Published February 08, 2010
Given the evolution of the media landscape and the emergence of social media as a critical component in all marketing plans, marketers are continually challenged to connect with empowered consumers. Many seek to leverage as much data as possible to suggest a relationship. All too often those attempts fall short, as they are viewed by consumers as insincere. While data is a powerful tool, it is critical that it is leveraged properly.
Jack Welch has said, “Deal with the world as it is, not how you’d like it to be.” When it comes to connecting with consumers, many marketers hope that if they use data elements to build an implied relationship platform, consumers will feel connected with their brand. Truth is, it takes more to truly connect with consumers.
Consider the consumer perspective to gain an appreciation for the number of advertising messages he/she is bombarded with on a daily basis, and begin to think about how your message must not only rise above the clutter, but also resonate. Then consider the marketer perspective to see what is required to set the foundation for relevant and meaningful conversations that drive the connection between your brand and your consumer.