Chapter 2 The Paradoxes of Marketing to Connected Customers
Here is my reaction to Chapter 2 of our book by Kotler. It was interesting to know that 90% of our media is now facilitated by screens: smartphone, tablet, laptop and television screens.
In fact, it was mentioned in book that we spend 4 hours of our leisure time daily to use multiple screens sequentially and simulataneously. I must admit I am quite guiltly of this habit. As soon as i leave the office, i immediately look at my mobile phone for the latest news or traffic updates.
Gone are the days where people would research via the use of an encyclopedia to learn about new things or trends. All the people need nowadays are their smartphones to google the latest product review or price comparison.
Internet is now able to provide a bit of more transparency as information is more accesible. People are able to view other customer experiences and ratings. For us to embrace connectivity, Kotler explained that we need to view it holistically. This is in terms of various levels of connectivity.
Mobile connectivity - most basic level which serves as a communications infrastructrure
Experential connectivity - concerned on the depth of connectivity (use of internet to deliver a superior customer experience)
Social connectivity - strength of connection in communities of customers (ultimate level)
We now need to break certain Paradoxes of Marketing to connected Customers
Online vs Offline Interaction: I have to agree with Kotler's point that online "new wave" marketing will not ultimately replace the offline "legacy" marketing. High tech interaction is still needed for customers to feel the actual product. That is why you would still have pop up stores.
One classic example is Apple and their stores. You can touch, see,feel the phone even though you can just buy the phone online. By giving the customers a taste of the product, this would help them formulate a better choice going forward. Having a human interface is still critical in marketing. How do youn combine the two? That is the big challenge.
Informed vs Distracted Customer: Are we misinformed or too informed? This is the big nowaday. Kotler explains that the human attention span has gone down from 12 seconds in 2000 to 8 seconds in 2013. With so many notifications and massive volume of messages that bombard our connected mobile devices, marketers will have a challenge in swaying the decision of loyal advocates.
Negative vs. Positivity Advocacy: Advocacy seems to be the new lingo nowadays. This "word of mouth" seems to be the new definition of loyalty. It has become for a customers game than the corporation dictating which they feel is best for their customers. The three braod categories of customers are promoters, passives and detractors. Despite having negative detractors this can actually increase your positive promoters. This will prove to be a test of your product
So how does one do marketing given these paradoxes? We should find ways for both online and offline to coexist and be complementary while delighting customer experience. One should also be wary of the information made available and not just believe whats on the internet.
Lastly, you cannot please everyone. Some people will disagree with you. It is good to receive negative feedback as it this will test the strengths of your product. Your defenders would be your customers themselves. You need to personalize to the tastes of your customers. Listen to them and share their thoughts as well.
REFLECTION QUESTIONS:
What are some cases in your industry that capture the paradoxical nature of connected customers?
We recently came up with a mobile app that would help our motorists find the nearest gas station. A lot of our immediate feedback is still on social media such as Facebook and Twitter. Offline marketing is still very critical in our business as our motorists cannot surf the web while driving.
The most common form of advertising that we would have are radio spots and banners that our motorists would be able to see at once.
How do you plan to embrace the paradoxes?
For new products, a massive social media campaign must be made to create awareness. Creating social communities is also a good way of promoting the best attributes of our product.