Time Waits For No One
Rapid technological advances, transformations in media, and societal transitions have resulted in the metamorphosis of marketing into an adaptive period. ‘Adaptive marketing’ is characterized by the considerable increases in one-to-one interplay between brands and consumers, and action designed specifically for individuals. The days of push marketing are waning fast and are giving way to strategies which zero in on the formation of experiences for individual consumers rather than campaign aimed at target audiences.
Dazed and Confused
Those who are not in tune with how the proliferation of social media and the accompanying magnitude of digital new media which has overtaken mass media, are already so far behind the curve they could not possibly have a realistic understanding of what should be delivered in the way of marketing communications.
It’s In The Way That You Use It
The ability for marketing on a one-to-one basis has been made possible by consumer’s immersion in social media and marketer’s ability to gain keen insight into consumer’s sentiments and interact with them in real-time. It is vital for intelligence gleaned about customers via research to be at the heart of all initiatives. To stay in harmony with their public, brands must go through the reinvention process continuously or face irrelevance. Maintaining the relevance necessary to perpetually engage consumers requires expeditious adaptation and revisions in marketing strategies.
The Right Thing To Do
Adaptive marketing thought leaders are laying the very underpinnings who are actively utilizing social media analytics and other forms of business intelligence to make germane decisions which allow ongoing engagement and interaction with consumers. Recognizing and enabling the most impassioned, loyal consumers as brand ambassadors and advocates, literally builds brand.
Life In The Fast Lane
Messaging must be relevant and timely. Consumers demand authentic content which is relevant to them and their life situation. They have no tolerance for irrelevance. If the information is not perceived as real or relevant, they just tune away because there are simply too many other choices. The media alternatives consumers have to choose from include over 200 television networks, 5,500 consumer magazine titles, and tens of millions of web sites. With this in mind, audiences are transitory and their attention spans are short.
Consumer Insight: Fueled by Data; Powered By Technology
To maintain mind share in this context, adaptive marketers have evolved and moved away from the traditional launch, to a steady flow of messaging and content devised to harness the buzz emanating from pop culture trends and consumer sentiments, while keeping a keen eye on the competition and their activities.
The myriad of business intelligence and near real-time analytical tools available for monitoring consumer sentiment enables perpetual measurements of the continual flow of content at a very granular level. Empowered with this valuable consumer intelligence, adaptive marketers have the insight to separate the wheat from the chaff, and utilize the most pertinent data to quickly and accurately ascertain which content warrants reinvestment, and which content shall be eliminated due to its under achievement. Adaptive marketing leads to an adaptive brand – one that stays on message.