Jeremiah Owyang recently published a post that states the audience needs are changing. They want ‘faster, smaller and social’.
For better or for worst, mainstream Australian social media is concentrated within Facebook and Twitter. With Australian audiences being exposed to so much content, from so many different sources, brands are under constant pressure to publish content that will earn the ongoing attention of their target consumers.
Did you follow the media coverage about Sony and Amazon’s cloud security issues and the Qantaslabour dispute? What I found interesting about the coverage was the amount of focus given on the respective brand’s online response. In the cases listed above, the brand’s process was considered newsworthy.
New media is providing corporations the opportunity to reassess commonly accepted marketing practices. At the top of my list is the marketing/purchase funnel.According to Wikipedia, the marketing/purchase funnel wasdeveloped in 1898. The marketing/purchase funnel suggests to marketers that a customer gets pushed along a purchase path that starts at ‘awareness’ and ends at ‘purchase’.…