Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Social media is not enough - holistic
communication strategies needed
difficult for them than for others. With the budgets in mind, more
The communities, often built up complex touch points must be
with promotional deals, fall soon properly selected and linked offline
after the start again into sleep and and online.
become inactive, making it obvious
that usually nothing works without Social Media is out - Total Media
paid media. is in!
Every consumer is analog, too On one side, there is the rapid
growth of communication channels,
Many online studies created the on the other hand, dollars and cents
Earned Media was the big idea of a digital consumer, but un- can be spent only once. Well, the
buzzword in the recent past. After fortunately, they hide the fact that dilemma is not new. Since the
Facebook is increasingly becoming usually merely digital behavior is boundaries between above the line
a paid media channel, and many described, that always corresponds and below the line turn out to be
companies look back on more so- with analog consumption influ- artificial in their effect on the con-
bering experiences, a more holistic ences. We know by now that over- sumer, the distinction between
understanding of consumer commu- all only around about 10% of online online to offline makes little sense,
nication is coming again to the fore word of mouth is effective. The con- too. Therefore, the questions arise:
of marketing executives. versation with the sports buddy, or What touch points play a role in the
the advice of colleagues during the decision process, in which phase of
Today’s businesses are facing new lunch break, is still more important. the purchase decision and what is
challenges as reflected in the fol- Experience curves show further their relevance? In addition, who
lowing: that the influence of offline and realizes this true holistic perspective
online - depending on the business with all the necessary specialization
There is no simple equation model and brand - is not to be un- in business?
derestimated. Besides, it is relative-
ly transparent how many potential
The range of social media is im- customers are supplied via the Fact is that analyzing a measurable
pressive and our society is still get- customer journey easily in the net-
ting digitally more active. Even the Google search. However, it is also work is not enough. Only in connec-
certain that the Google search is
numbers floundering in the older tion with the analog influences on
age groups will belong soon to the often triggered by offline activities. behavior an effective and affordable
past with the naturally induced co- strategy can be developed. The art
hort effects. The new possibilities in Bridges outrank shores is once again to omit the unim-
the online dialogue, the ostensibly portant.
convenient distribution of content The understanding of consumer
and messages, as well as the behavior, with respect to “research The answers to these questions can
chance of a viral extension, cause online - purchase offline” (ROPO) only be delivered by the consumers,
many fast-moving consumer goods and vice versa, is becoming inevita- by analyzing their digital and analog
(FMCG) companies to really re- bly the center of attention. How the touch points. However, this is just
thinking their mix of communication consumer is accompanied as well, the answer to the ‘where”. Without
with consumers. Often with a sober- depending on the business model the exploration and analysis of the
ing experience. or brand, in the online and offline “why”, it will not be possible to de-
world where bridges in communica- rive any effective communication.
Operating owned media constantly tion have to be built timely. Moreo-
with current content, that offers ad- ver, the holistic view on the con- After all the hype, many conclude
ditional benefits, is overstraining sumer influences, and the resulting that the focus needs to be directed
many marketers. Besides that, buying behavior for the domestic again to a holistic communication
many have to realize that some market, the brand, the business strategy, and I hope the short write-
brands are simply not suitable for model, and then the orientation on up made clear the why.◊
profiling the target person in the the frequently cited best cases in
network, making the development the branded goods industry, rather By Daniela La Marca
of an active fan community with helps.
relevant range significantly more
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Social media is not enough - holistic
communication strategies needed
difficult for them than for others. With the budgets in mind, more
The communities, often built up complex touch points must be
with promotional deals, fall soon properly selected and linked offline
after the start again into sleep and and online.
become inactive, making it obvious
that usually nothing works without Social Media is out - Total Media
paid media. is in!
Every consumer is analog, too On one side, there is the rapid
growth of communication channels,
Many online studies created the on the other hand, dollars and cents
Earned Media was the big idea of a digital consumer, but un- can be spent only once. Well, the
buzzword in the recent past. After fortunately, they hide the fact that dilemma is not new. Since the
Facebook is increasingly becoming usually merely digital behavior is boundaries between above the line
a paid media channel, and many described, that always corresponds and below the line turn out to be
companies look back on more so- with analog consumption influ- artificial in their effect on the con-
bering experiences, a more holistic ences. We know by now that over- sumer, the distinction between
understanding of consumer commu- all only around about 10% of online online to offline makes little sense,
nication is coming again to the fore word of mouth is effective. The con- too. Therefore, the questions arise:
of marketing executives. versation with the sports buddy, or What touch points play a role in the
the advice of colleagues during the decision process, in which phase of
Today’s businesses are facing new lunch break, is still more important. the purchase decision and what is
challenges as reflected in the fol- Experience curves show further their relevance? In addition, who
lowing: that the influence of offline and realizes this true holistic perspective
online - depending on the business with all the necessary specialization
There is no simple equation model and brand - is not to be un- in business?
derestimated. Besides, it is relative-
ly transparent how many potential
The range of social media is im- customers are supplied via the Fact is that analyzing a measurable
pressive and our society is still get- customer journey easily in the net-
ting digitally more active. Even the Google search. However, it is also work is not enough. Only in connec-
certain that the Google search is
numbers floundering in the older tion with the analog influences on
age groups will belong soon to the often triggered by offline activities. behavior an effective and affordable
past with the naturally induced co- strategy can be developed. The art
hort effects. The new possibilities in Bridges outrank shores is once again to omit the unim-
the online dialogue, the ostensibly portant.
convenient distribution of content The understanding of consumer
and messages, as well as the behavior, with respect to “research The answers to these questions can
chance of a viral extension, cause online - purchase offline” (ROPO) only be delivered by the consumers,
many fast-moving consumer goods and vice versa, is becoming inevita- by analyzing their digital and analog
(FMCG) companies to really re- bly the center of attention. How the touch points. However, this is just
thinking their mix of communication consumer is accompanied as well, the answer to the ‘where”. Without
with consumers. Often with a sober- depending on the business model the exploration and analysis of the
ing experience. or brand, in the online and offline “why”, it will not be possible to de-
world where bridges in communica- rive any effective communication.
Operating owned media constantly tion have to be built timely. Moreo-
with current content, that offers ad- ver, the holistic view on the con- After all the hype, many conclude
ditional benefits, is overstraining sumer influences, and the resulting that the focus needs to be directed
many marketers. Besides that, buying behavior for the domestic again to a holistic communication
many have to realize that some market, the brand, the business strategy, and I hope the short write-
brands are simply not suitable for model, and then the orientation on up made clear the why.◊
profiling the target person in the the frequently cited best cases in
network, making the development the branded goods industry, rather By Daniela La Marca
of an active fan community with helps.
relevant range significantly more
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
