Marketers losing Power in the fast changing Digital Age

In other words there is a clear shift in Power to the consumer. Thanks to disruptive #Digital Technologies. Yes, these technologies are transforming the way we have marketed. And interestingly consumers are fast adopting these technologies and are staying ahead in the ‘business of Marketing’.  It is high time we marketers recognize its impact on our marketing communications and approaches.

Consumer Power:

Recently we bought an induction cook top. Couple of leading brands were making noise in the market through advertising the product features and attractive offers.  Honestly some useful online user reviews impacted our decision and NOT the leading brand’s communication. We bought some other equally reputed brand where USERS have given positive feedback. We did validate our decision through probing and analysis. I felt it was waste of marketing effort!  Few years back this was not possible and consumers used to get carried away with #marketers communication.

Now consumers have access to wealth of information, have many options and simpler transactions. It is very transparent world out there and very easy to track and monitor product/brand/companies commitment versus delivery. They compare offering between products, read third party evaluations and consumer reviews. This has simplified and powered the consumer decision making. Consumers can easily find, select and buy competing products or services.

#SocialMedia adoption in India:

Interestingly Indian companies (only in few sectors) use social media much than global average.. .Read this #SocialMediaMarketing  report. Fact remains that the rate of adoption in India is still slow and is at nascent stage.

Summary:

This is good news to marketers. Now marketers can effectively use #SocialMedia and improve marketing communication and programs. Making empty promises run the risk of being exposed as when  #UserGeneratedContent is becoming more powerful and visible on the internet. There are SocialMedia analytical tools… Listen and react to the message coming back from consumers.

The consumers have very powerful tools and they don’t hesitate talk about and share if a brand promises but doesn’t deliver. The power has clearly shifted from marketer to consumers!

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