The changing role between advertiser and consumer

The relationship between advertiser and consumer is changing leading to uncertainty and curiosity. From both perspectives, incidentally. Consumers, looking for brand clarity, depth and engagement in the “relationship”, are struggling with that changing role. The advertiser on the other hand, is struggling with more mature and more critical consumers. Let’s look a little closer….

How it used to be

Traditionally, the role of advertiser is one of being a ‘sender’. The brand wants to sell something to consumers. The message becomes a slick campaign, where ‘product’, ‘low price’ or another USP attempt to push the consumer into the desired action. Through various channels advertisers disseminate and bombard consumers with their messages. Consumers love the overload of attention and some respond – and act according to the desired behaviour. Objective achieved. Or not?  Once the budget is spent, the silence after the campaign can be deafening. The advertiser is still too often ‘the friend, only there when he needs you’.

This video shows -in an entertaining way- the traditional role between advertisers and consumers:

[youtube=http://www.youtube.com/watch?v=D3qltEtl7H8&feature=player_embedded#!]

Where is it going?

In an increasingly complex society, the power structure between advertiser and consumer is shifting. This transforms the way services and products are developed and delivered.
A clearly discernible trend is ‘active participation’. The advertiser is no longer talking about his client, but with his client. About what? Well, for example about their complaints via the webcare team. But more and more about bigger stuff – like product innovation – a phenomenon called co-creation.

Why is this trend so desirable?

Active customers who participate in product innovation are more engaged. Engaged customers are taken more seriously by their brand and become loyal and grow into brand evangelists, ambassadors, and “friends of the brand.” When that stage is reached, aggressive advertising campaigns are not necessary anymore. Instead of the brief ‘advertising contact moments’ during a year, the brand has become top of mind 365 days of the year.

A good marriage = commitment

Creating relationships isn’t easy. And I’m not comparing it to marriage just yet. A relationship is one thing, maintaining it is another. Apple has been doing it with considerable success for many years. And with success, a brand creates a fan base – instead of simply ‘users’. But it requires patience, thorough and well-administered contact management and policy – and, perhaps most importantly, excellence in a product or service – making it worth becoming a fan of.

So…

For your organization this might mean a complete mind shift. Maybe you are already doing this – but the key is combining quick wins with long-term vision. How can a short-term sales target form a foundation for a brand community on the long term? In the future, let’s hope we all can collaborate and share our experiences to help deliver answers – and a true customer experience!

Take a look at this short video. Is provides some clear insights and ideas into the process. Have fun!

[youtube=http://www.youtube.com/watch?v=knQKdhGmL8s&feature=player_embedded#!]

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