Interaction 2.0: The B2C relationship that is going to define the 21st century. No longer is it about TV or printed media, no longer is it a one-way street in which we tell our consumers what to buy. Marketing today has become not only an art form, but a skill.
About ten years ago, the term Web 2.0 was thrown around a lot with varying degrees of weight. It was all about the creation of online communities, users generating content, and people being able to connect on this new medium. Interaction 2.0 takes this thought process further, because Web 2.0 has forced companies to change how we interact with the world, and how we shape our marketing campaigns as well. This change has been particularly slow, but with technologies moving faster than ever before, businesses and organizations need to understand social media yesterday!
Traditional Marketing is So Last Decade
Traditional marketing methods have also changed significantly with the advent of social media. Nowadays, billboards, flyers, posters mostly have a QR code or a website at the very least, because companies want you to go online and connect with them 24/7.
Communication with big business has become easier too: A couple months ago, the day before my flight out to Holland I realized I didn’t know if I would have to pay for check-in or if I had to print my boarding pass out beforehand. Rather than spending ages either in a phone book or online looking for the airline’s phone number, I found them on Twitter and sent them a direct tweet. Within minutes, I had my answer, with a smiley face too. I didn’t have to spend time and energy looking for an answer, and I didn’t have to leave it up to chance, either.
In the last couple of years, TV has also been experimenting with social media. During major sporting events companies would throw up adverts getting you to vote for how a dramatic video short should end by using Twitter’s hashtag (#). People went insane. By the end of the sporting match, the people of Britain (watching this sport) had spoken, and the advert ended accordingly, with the company logo in the fadeout. This is a whole new way of engaging audiences that are connected 24/7, smart phone glued to hand.
I find out about sales of my favourite clothing brands on Facebook. I like them, they post lots of stuff about their clothes, blogs, etc, and as soon as I see the beautiful four letters: S-A-L-E, I’m off browsing on their website before I make the commitment to go into store, if I go into store at all. If I’m satisfied with their website sale, I’ll just order it and it’ll be handed to me at my doorstep within a few days.
If I think of something ornamental I want, the first thing I do is go on my Pinterest and look up boards and pictures for inspiration. So much information is at my fingertips! Gone are the days of browsing through a department store and settling for the one you like ‘the most’ out of the selection that you have. Now, you can even have stuff shipped from the other side of the world if you have the cash to pay for it.
As a milennial, adverts in newspapers don’t work anymore and billboards aren’t that much fun either. I’d rather be able to interact with the brands that are advertising to me. Voting in polls about what colour is best for the company’s cover photo or my favourite iWatch means so much more to me than what I essentially see as unwanted advertising. By liking a Facebook Page I’m saying yes to advertising from the company, and thus far more receptive and open to what they have to say.
This is all Interaction 2.0, the new way of dealing with your clients through social.