The development of social media has radically changed the tools of involving consumers in promotion, as well as the ways of interaction between business and consumers in general. Worldcom Public Relations Group, a world leader among international PR networks, presents the results of a study of the main trends in promotion through social networks in the consumer sector. The study was prepared by the Worldcom Consumer Practice Group, an expert council for promoting the consumer sector.
“The development of social media and other online channels is changing the very foundations of public relations and consumer marketing,” says Wil Ostedt, Chairman of Worldcom Consumer Practice Group, Vice President of Pollack PR Marketing Group, Los Angeles, USA. - Consumers perceive only relevant information for them, everything else is ignored and not noticed. The future of PR in the consumer sector is to create exactly those messages that are important for the consumer and broadcast them through the right channel of communication. ”
The study revealed 5 key trends that will determine the approach of business and agencies to advancement in the consumer sector.
Venue: The Worldcom Consumer Practice Group predicts the spread of more localized promotion programs. It is such programs that provide greater compliance with the needs and values of the real consumer and are aimed not only at building brand loyalty, but also at stimulating sales of a particular store in a particular area.
Noise filtering: Consumers are increasingly learning to filter out information noise, effectively extracting the information they need. These individual abilities begin to be supplemented by system filters, for example, Google+, whose users see information on the screen that is largely based on a history of behavior and personal preferences. This means that businesses will have to look for new ways of delivering their messages to consumers, including creating very differentiated content specifically designed for narrow audiences.
Quality instead of quantity: With the advent of new media, most users tried to maximize the number of contacts on social networks, maximize the number of friends and subscribers, ignoring issues of privacy, community or differences of opinion, interest or faith. In 2011, the reverse process began: the quality of a personal social network becomes more important than its size. The same applies to information: the consumer seeks and perceives only the information that is relevant to him and his lifestyle. Therefore, Worldcom predicts a narrowing of consumer engagement, their social networks in which only those people, groups or brands that truly correspond to their interests and values will remain.
The phone is a new computer: The rapid growth in the use of smartphones, tablets, e-books and other portable devices over the past two years has made radical changes in how consumers communicate. The modern user is now always online, and in real time responds to any interaction with the brand. Worldcom predicts that in an era of universal penetration of mobile devices, brands, products and companies also need to be always online in order to communicate with consumers in real time and respond to their requests or comments.
The rise of Twitter: The launch of Apple’s new iOS2011 in 5 was accompanied by the stormy approval of all Apple users and became the impetus for the emergence of new fans of this brand. At the same time, Worldcom pays attention to one important iOS5 feature: direct integration with Twitter. The merger of Twitter and Apple’s new operating system will certainly contribute to the more intensive use of this social network, its development as a daily used function.
“Social media continues to evolve and provide more and more opportunities for consumers to truly engage in brand communication, as opposed to the traditional imposition of information,” says Don Doty, co-chair of the Worldcom Consumer Practice Group, Vice President and Partner, Linhart Public Relations, Denver, USA.
The development of social media has radically changed the tools of involving consumers in promotion, as well as the ways of interaction between business and consumers in general. Worldcom Public Relations Group, world ...
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