The Blog on Branding

Oh, Behave! New Consumer Behavior and Power

Things used to be very different than they are today. The way we communicate and carry out our daily lives has changed in many ways.

How things used to be…

People used to send letters and pay bills through the mail. Friends and family used to keep in touch via landline phones and face-to-face conversations. The newspaper was one of the main sources for news, and classifieds were much more popular before the use of Craigslist. All of these mediums are still used to an extent, but it is fascinating to see how the Internet has changed many aspects of our lives.

Remember “snail mail?”

How things are changing…

Socialnomics, a book written by Erik Qualman, refers to the importance of people with the media as their enabler. Because of the media, the planet in which we live is now faster, easier and well-connected. People can read and write reviews on products that can be shared around the world. Families can stay connected by the keys on their computer, and now, the keys of their mobile device.

Want to learn more? This article will explain:

• Largest Referral System
• News Finds Us
• Multiple Individual Redundancy is Reduced
• Why new ways are better than old ways

Largest referral system

The Internet has turned into our largest referral system. Before making a purchase, any information can be searched for – from your favorite cosmetic to a single-family home. Most people will trust the information given to them by their peers and will buy accordingly. Finding information on the Internet makes purchasing items and products much more convenient.

One of the old ways that products were referred was through TV advertisements. This way was very effective at the time, but has become less effective now that the Internet has supplied consumers with the information wanted to purchase products.

The Internet makes it very easy to find products, but it also gives the information about them instantly. The Internet will continue to thrive as the largest referral system because of the ease of retrieving information, and the instant ability to have the information on hand.

The Internet also allows pictures and personal information to be displayed for all eyes to see. It is very easy to “google” someone and find out all information on them before first words are even exchanged, so preparation for interviews and first dates has changed.

The Internet has changed the world, but the real question is: how will people change the world with social media as their enabler?

Does Google make you “feel lucky”?

News finds us

There is no need to look for the news anymore, or pay for pricey newspaper subscriptions. The news finds us these days, and the content is free. People can also enjoy the fact that they can get the news from the comfort of their home, and if they are on the go, news can be delivered with one click of their mobile device.

The reality that the Internet has changed everyone’s lives is not a shock to anyone, anymore. The statistics and facts from the book Socialnomics are very interesting to see. They show how our lives have changed, and how fast they will change in the future. Life before the Internet is slowly being forgotten and would never be accepted after we have had a taste of it. The necessity (or addiction) to the Internet allows the world to become a place in which mail can be received within seconds instead of days of being sent.

It is hard to not be bombarded with the latest news updates on the many social sites and search engines on the Internet.

The world has become a place in which everyone can find out anything. There are no secrets—the Internet knows all and tells all. The Internet has changed our lives forever. It has not only changed the way we work, but it has also changed the way we communicate with each other.

Twitter allows us to let the world know what we are doing at all times of the day. Flickr allows pictures to be uploaded and shared with anyone on the globe. MySpace and Facebook allow long lost families to be reunited and friends to keep in touch from all areas of the planet.

There are no secrets anymore…

Multiple individual redundancy is reduced

Instead of doing my own trial and error research by purchasing a product and testing it, I can do research by looking at reviews of those who have already gone through the trial and error. This is a behavior I share with many people today.

One of the major changes spurred from this new behavior affects the Super Bowl in the future. The fans of the Super Bowl watch of course for the game, but many watch for the commercials. However, the new trends in consumer behavior threaten television ads like those seen during the Super Bowl. The problem with the broadcast Super Bowl ads is that they’re not as targeted as the Internet allows for; viewers may not have any intent to purchase no matter how interesting the commercial. Also, consumers may believe these ads have a bias that Internet reviewers do not possess. Therefore, these Super Bowl ads that are worth millions of dollars will not be as big of an influence as people using social media. The influence of our peers are becoming one of the greatest tools that we have ever seen.

Marketing from the past will stay in the past; many people are now looking to the words of their peers to sway their choice on purchases.

Now, ads can target us better than ever.

Why new ways are better than old ways

The new ways of marketing are better than the old ways, like banner and TV ads, because they are more efficient and consumer-centric.

Some of the new ways of marketing are through social mediums such as Facebook and Twitter. Using social media for marketing allows information to be sent to many people in a small amount of time. There are other strategies such as creating content for blogs that can be seen by a large audience.

Knowing how to SEO is also a very powerful marketing strategy. If your business or product that you are marketing is ranked high on search engine result pages, then you have instant exposure, and the interest is already there if it was searched for.

Using consumer reviews is another effective marketing method. As aforementioned, many people look to their peers for advice and thoughts when it comes to purchasing a product. Consumer reviews play a very important role in why one product is purchased over the other. Marketers can not only learn how to improve from consumer reviews, but can gain affirmation on what they’re doing right and can promote positive reviews by quoting them.

People will still be the best marketing tool. So it is important for marketers to see the value people have and use it to their advantage. Social media is certainly a tool through which marketers can get the word out, but social media presents other opportunities for marketers. By using social media, marketers can learn more about their audience’s:

• Wants and needs
• Language
• Attitude toward their company or product

The Internet which allows another means of communication (i.e. social media) enables the marketing, but it is people in the end that will make the difference in the future.

There are things that have and probably will stay the same. Some of the core marketing strategies and policies will continue to make businesses thrive. Some of these policies will be thriving, but that doesn’t mean that everything will.

There are many businesses that refuse to use these new strategies and will also want those that work for them and those that they work for to be used to their these old approaches. This will most likely turn into the downfall of a company. Businesses have to be able to welcome the new strategies into their homes and offices, so they do not become a thing of the past. The future is coming fast, and all who do not jump aboard, will be left behind.

The good news is that consumers will win in the end, because the quality products and services will be highlighted and purchased. This will allow quality products to thrive and thus allow consumers to thrive in a society where quality products are advertised and shown for what they really are.

Codi Fleet Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.