Last week the digital marketing guru, Mitch Joel came as guest
speaker in our E-commerce class. He was Chairman of the Board of Directors of
the Canadian Marketing Association. Mitch has advised many important companies such
as Walmart, Starbucks, Procter and Gamble and Unilever.
According to Mitch, now that companies are making extensive
use of internet and social media to connect with consumers, many senior
executives say they feel they’re “in hell”. Why? The fact is that every single
stakeholder (brands, sub-brands, retailers) is asking their customers to
connect with them in social media channels, so the competition for attention is
fierce. More importantly, not only companies
have the power to reach millions of people through media channels, now anybody can
do it.
To illustrate this, the Mitch gave the extraordinary example
of Bethany Mota, a YouTube “personality” who has gained the attention of more than
7 million subscribers on YouTube and other few millions in other social media
channels by talking about teenager’s banalities. The most interesting part is
that all this success could permeate the digital stage and some companies actually
used it in their favor. For example, Aeropostale asked Bethany to design a clothes
line that was sold out short time after it was released.
This is a great example of the importance of trying to
deeply understand the consumer in order to talk to them in a way and with a
message that can create a connection, obtain their attention and ultimately,
their purchases.
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