![[Flux Trends] Adapt to the consumer-driven world or die](https://biz-file.com/c/1002/45180.jpg)
Interconnected ‘scary' social planet'
With over 350 million subscribers in FaceBook, 6.2 billion videos watched every single month on YouTube and close to 300 million Internet users in China, some say the world has become an interconnected ‘scary' social planet where brands must quickly adapt to the current realities or ‘die'.
“Consumers' tool boxes have been significantly upgraded and new digital tools of expression have dramatically increased to give consumers a voice,” Simon Bond, global head of business development at Proximity Worldwide, said.
“We are moving away from mass advertising and edging towards mass customisation, and it is no longer about pure advertising but about consumer engagement. It is also no longer about creating campaigns but creating human experiences. Consumers want to express themselves and social webs are changing the way brands relate to customers.”
Research shows that just over 50% of consumers now listen to what the brand says, while more than 90% of brands now listen to what consumers say about the brand - a clear indication that consumers are taking control.
The new strategy clearly consists of delivering a brand in a more compelling and relevant way in an environment which is dialogue-driven, he said.
“A new model is now called the push-pull peer-to-peer model and social media planners understand very well what is going out there in the social world. Customer relationship management should now start to engage and involve, deliver value, listen and modify, be relevant and be customer-centric,” he advised.
“Go beyond the ad unit, create lasting connections and harness the power of consumers because if you don't do it, the results could be very negative. You can however still reach a lot of people out there but in negative way,” he said.
The Digital Lab has been organised by Studio 4332 (formerly proximity#ttp) in association with Flux Trend Review. Speakers include Arthur Goldstuck, Ian Calvert, Clifford De Wit, Brendan Wade and Stuart Stobbs.
For more info, go to www.studio4332.com and www.fluxtrends.com. Bizcommunity.com is a media partner.
In February 2010, Bishop Geoff Davies, Dianne Bayley, Dr Craig Nossel, Ferial Haffajee, Menzi Mthethwa, Mokena Makeka, Randall Abrahams, Sylvester Chauke and Toby Shapshak –10 of the country’s leading thinkers in a broad array of disciplines – will gather to present their insights into trends beyond the economic meltdown at a one-day conference in takes place in Johannesburg: the 2010 Flux Trend Review powered by BlackBerry.
Hosted by trends analyst Dion Chang and building upon the recently published Flux Trend Review The State We’re In (published by Pan Macmillan and available at bookstores now), the conference will give a unique South African perspective to social, business, technology, political and marketing trends. For more trends and information about the conference taking place at the University of Johannesburg Theatre (Kingsway campus) on Thursday, 25 February 2010, go to www.fluxtrends.co.za. Cost is R2280 per delegate. Bizcommunity.com is a media partner.
