Anyone who puts themselves in the customer

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facebook_etravel13Facebook is a disruptor in conventional marketing communication par excellence. The traditional focus in marketing no longer works here. Online measurements show that you should look at the main topic in e-marketing (the shopping path) from the consumer perspective instead of from the advertiser perspective. For example, the advertiser still assumes that the customer already knows what he wants and makes his offer based on that assumption.

’s shoes, that is to say: anyone who bases their decision on customer behaviour data, can conclude that consumers book trips after comparing offers. I already mentioned it: they often don’t know what they want. The customer journey starts with comparing different offers. The beautiful, persuasive, branded story often doesn’t matter at all when it comes to booking a trip. That process is all about comparing, not so much about reading. The latter is only relevant in the inspiration phase, at the moment of seduction. (The question here is what seduces customers the most: the content or the deal?)

Communication Power
A parallel trend (which we already know) is that on social media such as Facebook it is the customer themselves who posts content. And that the peer-2-peer effect of that content is greater than nice stories from the official Facebook fan page managers who meanwhile swarm out like digital salesmen across all 'social' media. However, every customer is themselves and in principle has no business interest in posting their content. Marenna van Reijssen used the word sincere in that context. paraguay phone data Consumers naturally have more confidence in sincere stories from their friends than in the traditional persuasive completely-wow-and-whoopee story.

The rapidly growing communication power of the prosumer on the other hand means a Communication Power for all kinds of media professions around the persuasive story. This trend runs (since the arrival of social media) as a common thread through all E-Events. And we indeed read more and more about this Power when it comes to (training for conventional) communication.

The E of repetition
The fact that in 2013 the content is hardly different from what was presented ten years ago means that there is little new happening here. Admittedly, the external form of innovations changes every day and these days we are mainly buried under apps (whereas fifteen years ago there were websites and eight years ago blogs). But behind these technological trends the mental change is slow. Perhaps that is a good thing for “e-fairs”. After all, they create a market for repeating the same message, adapted to the latest trends, gimmicks and gadgets. But in terms of content it is hardly different from the content of an e-fair from two to five years ago.