The most important agents of change in the marketing industry are, as always, human behavioral and psychological triggers.
The marketing industry aligns with the things that are truly important to us. Personal things we faithfully keep.
Three things are important in this context and eliminate some of the marketing channels that were effective in the past: our time, our personal sense of control and our privacy. That is what we are guarding. These dry the sources of activity and impact of traditional marketing.
Here are few examples :
We do not read non-personal emails:
We do not even waste time canceling a previously issued authorization or subscription.
It means that email-based marketing should be very personal and smart and work only under certain environmental conditions.
We do not answer an unrecognized phone number.
This means that the telemarketing and research are a thing of the past.
We do not pick up our landline telephone
We do not pay attention to commercial mobile text messages
We ignore TV commercials
The native digital generation no longer watches linear television and is almost never exposed to linear campaigns. The marketing channels, which a brand chooses, determine its perceived positioning. Imagine what your response would be when a brand tries to sell you a product by calling you on your landline. Brands should choose their marketing channels according these channel’s Innovation perception
We are willing to pay for a subscription to streaming content services
To avoid wasting time on linear advertising, more and more consumers are willing to pay for good content with flexibility regarding the “cost of freedom — COF”
We like Amazon because it is a fast brand
Amazon allows us one click order (or even Zero Clicks Purchasing) with a one-day delivery to our doorstep.
We will skip pre-roll ads on YouTube — That is why you have to specialize and create only five-second video ads.
We ignore media that do not bring us value and stick to micro-influences that speak to and about us directly. Because in the digital age, the key word in marketing is listening. A low level of attention media is ineffective and will become obsolete.
We do not accept any branded marketing messages, unless we allow it. This is the meaning of Permission -based marketing.
Without it , no relationship between brand and consumers can happen. And without a relationship — there is no effective marketing.
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