[Webinar] The Fall of Mass Advertising and the Rise of Conversational Marketing

The iAdvize Team in the US had the chance to host a webinar featuring James McQuivey, the VP and Principal Analyst of Forrester Research. James McQuivey is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. 

In this webinar, we discussed the evolving customers’ needs and expectations towards brands and how messaging technologies brings a fundamental change in how consumers interact with marketers. We have highlighted 4 key takeaways from the webinar below.

#1 Emotions

In a world of superabundance, consumers are presented with endless options and choices. One way or the other, consumers are bogged with excessive options. 

We must not forget that consumers are humans. Emotions are a form of human mechanism that enables us to distinguish the important information from the rest. 

According to James, “Emotion is how we learned to pay attention to the right signals. For example, to remember not the color of the grass when the tiger jumped on us, but the sound we heard just before.”

It is a great opportunity for brands to connect at a personal level with their consumers to ensure that their message is well received.

Read more: Emotions: the essential tool for an engaging customer service?

#2 Conversations

In the old world of marketing, mass advertising was used to push people to act. 

However, the circumstances have changed. Consumers are seeking out meaningful conversations and interactions with brands. They are not easily swayed by digital ads anymore.

Here’s why: mass advertising no longer works as well as it used to. 50% of US online adults actively avoid ads on websites (47% on mobile) and P&G slashing over $100 Million in digital ads.

In the webinar, James defined conversation as a form of sharing what we learned to coordinate action. “Don’t go there, it is where the tiger almost killed me” is an illustration of what conversation denotes.

Through conversation, brands can deliver emotions to consumers. Its true powers lay in the bi-directional journey between the consumers and the brand

Read more: Messenger: the conversational alternative to emails

#3 Micro-Moments

Forrester estimates that consumers pull out their phones on average 150 to 200 times a day. These moments are known as the micro-moment. In each micro-moment, brands have an extremely tight timeframe to speak to the consumers.

Read more: Read more: Mobile engagement, a state of play

To get their attention, one must be able to motivate and trigger an emotion of some sort to garner a response.

Right in that moment, marketers ought to connect with each consumer on a personal level through an emotion-rich conversation.

#4 Technology

Technology has altered the way we communicate; it has conditioned consumers to having their way anytime and anywhere.

And of course, technology is bridging the gap between consumers and marketers: it enables more frequent, emotion-rich and convenient conversations. More importantly, technology has the ability to scale the power of these conversations. 

James adds Technology helps marketers provide information that is received emotionally. Brands can now put their conversations right in front of the consumer and engage them at the moment and place they need help.”

Art of Having a Human Conversation

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