... low conversion rates driven by lack of timeliness and engagement.
According to B2B blogger and marketing guru Paul Dunay, back in the mid-twentieth century new media such as radio, TV and film enabled brands and their ad agencies to dynamically demonstrate product benefits in ways unachievable by earlier static advertising.
Fundamentally, however, says Dunay: "The way we communicated never changed. We were always talking at consumers and never with them. For a long time, that was all we could do. It was all the technologies allowed. Fortunes were made by pushing ads into every conceivable media channel, trying to lure consumers into buying the advertised product. And it worked."
But with the advent of the internet era, and later the the mobile-to-app era, there is a fundamental a change in the relationship between brands and their audiences.
Almost overnight people are no longer tethered to a static terminal and consumers are empowered to interact with brands via advertising, products and packaging at the moment of their interest. No longer do they have to wait until they arrive home or log-in to the office computer. They can do it right here. Right now.
We have entered the 'Age of the Consumer', an era in which, avers Forrester Research, control has shifted from advertiser to consumer.
Behavioral studies show that when an individual seeks information about something and is able to act upon it, the conversion of that intent will be 70% more efficient than a classical push ad. It becomes even more so if marketers add the ability to engage the user in a conversation about a product in which he/she is interested or likes.
Innovative companies, like Vine and mobile marketing platform smartsy, have latched-on to this wave by creating apps and software that enable a dialogue between a brand and its audience, when and where the consumer wants.
Such technology opens a realm of near endless possibilities of content creation, while increasing conversion rates dramatically.
Evangelises blogger Dunay: "Audience participation isn’t just allowed; it’s encouraged. Hell, it’s necessary. By not only providing consumers with information in the moment of their interest, but also engaging them in conversation and empowering them to create their own content, we can drastically increase the relevancy of messaging and its authenticity."
Read the original unabridged Forbes.com article.