I’m No Angel (#ImNoAngel) by Lane Bryant is a good example of Movement Marketing
In today’s “hyperconnected, ultra-competitive, and supercluttered marketplace,” doing more of the same big idea advertising on mostly mainstream media channels isn’t going to work anymore.
Consumers are getting jaded and overloaded with information – much of which has little or no relevance to their lives nor their interests.
Courtesy of Vision
Want to reach that guy staring at his laptop in a Starbucks cafe? What about that lady thumbing away at her smart phone while waiting for her cab?
What is the single best way to reach consumers in the age of social media and ubiquitous digital devices?
According to the latest post on Church of the Customer, the most important platform for consumers to talk about brands isn’t on Facebook, Google +, Twitter or even SMS! Rather, it is good old person-to-person communication in the flesh (well at least in the US).
Have a look at this chart here from eMarketer:
Source: eMarketer.com
Word of Mouse in Action!
I am currently reading the Secrets of Word-of-Mouth Marketing, a book by George Silverman, which I borrowed from the National Library. Fascinating stuff in there with some explanation of how one can make Word Of Mouth (WOM) marketing work.
Let me highlight two key learning points. First is the Buying Decision Process. Those who studied Marketing 101 may be familiar with this. The stages are as follows: