It is a whole new world out there. The old recipe to Write a tagline, Make a TV Commercial, Make a Poster and paste it wherever you can in the name of ‘integrated marketing’ has turned sour. This does not appeal to the new demographics.
What is the New Demographics and what they want?
New demographics comprise of the so called the younger generation of today or like the marketeers like to call it the Gen Z. This is a generation of digital natives, they learned using a smartphone or tablet even before they could talk. They not only understand technology but also speak it, technology has become their native language.
The digital revolution has already forced the marketeers to change its strategy from ‘digital first’ to ‘mobile first’. The Gen Z combined with the digital revolution is a puzzle which has forced the CEO’s and CMO’s to realign with their priorities.
Messaging is the new medium
After spending a little time amongst Gen Z, the one thing I learned is that they send messages as they breathe, they are mean texting machines. They send messages to each other literally sitting in the same room without anyone else to eavesdrop their chat and in doing so they do not have the slightest sense of social awkwardness. I’ve come to believe they might feel awkward the other way around.
Talking about the numbers from business insider, The monthly active users from each of the top 4 messaging apps is more than top 4 social networks combined and is constantly increasing. Now this does not symbolize a trend but rather it signals to a paradigm shift. Goodbye Interruptions, Hello Conversations. To truly leverage this conversational opportunity the marketeers not only have to learn new rules of the game but have to embrace it arms spread. Here are a few of them.
- One-to-One VS One-to-Many
For the first time in the history of advertising/marketing the brands have the golden opportunity to connect with the customers on personal level rather than broadcasting the brand message. We can no longer use the same message across all platforms. Marketeers will have to tailor every message to the context, timing and the nature of the conversation since no person or platform is created equal.
With this opportunity comes immense responsibility of rethinking our strategy of broadcasting brand messages. You cannot use the conventional ‘yell and sell’ strategy because messaging is about chat and listen.
One-to-one communication creates a platform to sequence messages in a natural,contextual and a human way. This gives us tons of personal insights and actionable data. The aggregate of conversational insights is more valuable because it is much more structured which allows the marketeers to break it down into smaller units and sub-units of data (conversions, phrases, to words) that is easy to comprehend and execute on. This actionable data puts any marketeer into the game of big data, which if used wisely would give revelations like never before.
This is the only reason why conversational marketing has become a potential goldmine for marketeers which only an ill-advised imbicible will overlook.
- Picture Perfect VS. Available
Unlike Gen X, the Gen Z has a high affinity towards the real and raw thanks to applications like periscope & snapchat, which define the new social currency. Therefore always being available for your customers has become more real and important than being picture perfect. Conversational marketing tools such as chat bots give the brands a native advantage of being always available without requiring a lot of resources and attention. They give your customers 24×7 access into your world where you define the conceptual and functional boundaries, which might not always be picture perfect.
The sense of being available at the time of need works as an invite to the customers messaging network giving you unprecedented access to their needs, wants and psyche. In the new world being genuine and instantaneous is much more important than perfection.
Messaging truly is king. Conversations will become the new engagement metrics of the modern day, it’s time for marketeers to review their priority list as shouting might turn out to be a losing game in this new paradigm. The later the brands jump on to the bandwagon, the further behind they might find themselves in a few months or years.
Messaging as a new marketing medium has endless possibilities and is like a blank canvas waiting for the new gen marketeers to explore it, exploit it and paint it the way they like.