Disruption and Marketing Strategy
With the ability to track market responses, marketing metrics develop. In the era of mass media, the marketing metrics included the number of viewers, the number of sales, and the rate of repurchase. Now in interactive media, new metrics appear, namely: the number of viewers who pay attention, the number of positive responses, the number of people who see ad impressions in seconds, the number of people who click the link, the number of people who send private messages, the number of people who click add to cart.
The difference is again with advertising in the mass media; advertising in the media now not only displays the number of people, but also can collect who they are in aggregate. Technically, information technology makes it possible to detect precisely the names and emails of viewers who react to advertisements. But if it is done, people will feel their privacy disturbed. Because of that, Facebook only provides aggregate data, about the number, location, age, occupation, but no email and name information. Thus, advertising on interactive media has more benefits, namely the collection of interested market segment data. Marketers can do funneling, which is gradually inviting people to stretch out from not knowing, knowing, liking, interest and buying.
Brands in the era of interactive media have other meanings with brands in the era of mass media. In the era of mass media, brands were built with unidirectional advertising, product and service performance. While in interactive media where communication takes place from many people to many people, the brand is formed from companies and among customers and markets. The market not only gets information from the company but also obtains information from fellow customers. Consumers can respond to products without needing permission from the company, and other consumers immediately read them. It create corporate image with more active consumer involvement. Opportunities also open, if the company succeeds in making consumers happy, then consumers willingly provide recommendations and good reviews to others.
The process of the brand changes. Previously, the company made products and brand associations, compiled evidence, conveyed to viewers. Then the following changes occur, the company studies the audience and makes a temporary hypothesis / guess about what is needed. The company makes the products needed and spreads them on the web and social media. Reactions or responses of market targets are considered and studied, both directly and with the help of artificial intelligence. The reaction of the target market becomes material to make new guesses about what is needed. So on.
That is not the only way to build brands in interactive media. There are other ways to weigh market needs for transparency. There is a trend; the market wants companies not to be merely economic animals that are looking for profit. They want to put the company as part of a big vision, for example about the environment, about fighting the status quo, about caring for future generations, about caring for the rights of women, caring for the poor. Apple computer companies, cosmetics companies are included in the example of companies that use this route. Apple emphasizes its attitude that wants to be different from previous ways. Apple emphasizes the company’s character first, the character that makes people interested. The motto, think different, is not about product quality, but about the attitude that challenges the status quo. With this approach, he can gain market sympathy through interactive media.