Comments on: Market to Change Customer Behavior, Not Attitudes

By: Vigyan Verma

Vigyan Verma — Mon, 14 Apr 2008 07:39:49 +0000

Overall, with advent of new media which is interactive and allows sharing of knowledge in online communities, as against the earlier hold of traditional media (non-interactive in truest sense), there is lesser dependence on tradional media as a source of authentic information. Instead, online communities and blogs are serving as more credible reference points for consumers to seek information and thereby chart a course of action.
Clearly, a ‘talk down’ communication is unlikely to work, especially for consumer brands targetting those under 35 years.
The key is to make the brand communication relevant to the life of the consumer without sounding overbearing.
Of course, the product has to be calibrated to needs of consumers too.

By: Elaine Fogel

Elaine Fogel — Sun, 06 Apr 2008 20:02:11 +0000

Tom, it sounds great in an ideal situation, where those companies that can turn on a dime can benefit. It’s much harder for product manufacturers and importers that need lead time to change their offerings. They would need to do the due diligence and research ahead of time to gain a pulse on what their customers want – within reason, within their product lines, and with the ability to make a profit.

By: Tom Baker

Tom Baker — Sat, 05 Apr 2008 16:47:23 +0000

Dusan, I think you have it exactly correct! I think that the day of identifying segments, targeting those segments, and positioning a product offering for a segment are about over as this process is a “from us, to you” sort of process. We are seeing a change where those companies that will be successful in the future will be those that can listen to their consumers and quickly adapt our offerings to match what they want. Perhaps a dawning of the “true” age of marketing rather than the age of promotion we have been stuck in for the a past few decades.

By: Dusan

Dusan — Fri, 04 Apr 2008 09:26:00 +0000

I’m more fan of adopting the organisation to the consumer behavior.
I don’t think we can anyhow (with social media or any other tool) change the behavior. We can only understand it and improve our work to fit it better.

By: Paul Dunay

Paul Dunay — Thu, 03 Apr 2008 16:27:55 +0000

totally agree mike
Its marketing’s job now to figure out how to “captivate” not hold an audience “captive”!

By: Michael Lombardi

Michael Lombardi — Thu, 03 Apr 2008 15:37:35 +0000

Social media is a double-edged sword.
On the one hand you’ve got a bigger chance to wow people because you’re not confined to the traditional limitations of print, radio, or television media.
On the other hand people are no longer a captive audience and can move away with a simple click!
This means putting focus into how you can meet the target’s needs, not just how you can make your product “look cool.” Just think of how many car or alcohol commercials aren’t about the product, rather they’re about the “cool factor.”