Digital influence: “Don’t put words in my mouth. If you want me to listen to you, whisper in my ear”
Estimated reading time: 6 minutes
Editor’s note: Today at Zyncro we would like to welcome a new contributor: Eva Mª Vaquerizo, expert in digital marketing, brand corporate communication and web analysis. She is defined by her passion, drive and enthusiasm for facing each challenge with a smile, a real commitment, a resolute attitude and a desire to overcome the odds. For that reason, she is here with much “ #enthusiasm” to zyncronize with our readers and we hope you will enjoy her articles. Welcome to the team, Eva
Many have written about the changes we are experiencing: the exponential development of technologies, the penetration of the internet, the new communication devices and media… The new reality in which we live, lacking the stability it once had. However, understanding the present means recognizing the backbone that underlies all them and that really determines them: we are not in an era of change, but in a change of era.
The major transformation seen recently lies in the potential of the internet to open communication to us all equally. The message recipient (consumer) for the first time ceases to be a passive entity and is transformed into an active subject who intervenes and participates in the spreading of the message (Prosumer). The consumer is now a nano-medium
THE CONSUMER, AT THE SAME TIME, A MEDIUM.
A key insight that links with the idea of people marketing, which takes priority in current trends and is primordial in the sociocultural changes suddenly happening with the technology evolution.
Now we all are a medium and our voice is listened to openly. Social media extend its condition to the nature of current communication and communication is socialized.
THE POWER OF THE TRIBES
In this new reality, when determining the communication strategy for a brand, one of the key steps we establish to win scope (coverage) and give the message notoriety and relevance is to identify the medium “influencers”, get close to them and establish links to integrate them in it. Associated with all that, we should draw our attention to the fundamental role of the “tribes”, “the follow the leader”. Something that, however, is not new.
THE INDIVIDUAL INFLUENCE
The accent that now marks the difference is that, thanks to the networks and social media in general, we all have a voice. We all have become a medium, with a greater or lesser degree of influence, but in any case, we all have an audience, and this is equally essential.
When we think about it, viral strategies are based on the theory of incremental acceleration and six degrees of separation. For that reason, it is extremely important to identify the “influencers”, (the “mavens” or links who can act as a speaker for our message), but it is equally important to perceive the richness of digital “word of mouth”, where the true key lies in a brand’s ability to STIMULATE EMOTIONS, to connect at the deepest individual level with its audience.
In fact, another important trend in current consumption, which shouldn’t be overlooked, is the personalization, the creation of tailored experiences ((M)ETAIL). Experiences that generate more personalized recommendations of “products” (services), designed to be personalized according to the tastes and preferences of each individual (to their circle of contacts, particularly relevant in the digital environment). Something that links us once again with that line of people marketing that we commented earlier and will truly result in a decisive degree of relevance, notoriety and influence for a brand.
To sum up, to understand the moment we live in means we have to consider that the message descends from its PEDESTAL of “influence”, which until now it shared with traditional communication media, and goes to being transmitted via the horizontal paths of PERSON TO PERSON COMMUNICATION (P2P), where the area of influence is displaced towards the user. The brand’s vertical message of yester-year must metamorphose itself into CONVERSATION, into genuine and memorable PERSONALIZED PRODUCTS AND EXPERIENCES (stories to share).