“If you think backward from the audience you’re trying to reach and the channels and methods you’ve used to try to reach them, it all argues for taking a much more integrated approach to the work of marketing and communications…” – Jon Iwata, Senior VP of Marketing and Communications at IBM.
In today’s day and age of crisis, competition and customization, companies are consciously and increasingly applying techniques from mass customization with personas, customer scenarios, and the like, to improve personalization of their marketing practices. The digital age allows for technology to manage, maintain and evolve this marketing discipline. But, these are still the nascent stages, where guess work w.r.t personalization still plays a considerable part and might result in costly mistakes, possibly due to misjudging customer scenarios and personas or the channels for interacting and connecting with a given persona.
As mentioned, with the advent of the new digital age, new technologies such as semantic analysis and social graphs are enabling the shift from 2.0 to 3.0, through exhibiting potential to not only get closer to the audience more than ever before, but also catalyzing true ‘co-creation’ of the experience. The power is now with the audience – who are the content and the conversation and hence, the communication. The audience will shape the experience together – with their individual networks and with brands/companies. This shared experience will be a partnership – an experiential partnership that will positively impact customer-brand engagement, leading to lower acquisition costs, increase marketing ROI, lower attrition rates and maximize value to increase share of wallet.
And web 3.0 techniques are the keys to realize this vision.
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