Brand Communication in a Digitalized World

GfK Marketing Intelligence Review

Kecskes Robert¹ 

[1] Ph.D. Senior Insights Director Consumer Experiences, GfK, Nuremberg, Germany;

关键词: Connected Consumer;    iBrains;    Dialog;    Communication;    Continuous partial attention;   

DOI  :  10.1515/gfkmir-2017-0019

来源: DOAJ

【 摘 要 】

The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively. In today’s digital age, consumers have become more active. Especially, the younger consumer generation - referred to as iBrains- are increasingly spreading their own product experiences across digital channels into the virtual world. Stimulus-response communication still has its place, but must be supplemented with interactive offers that enable a dialogue with consumers. Diverse communication channels must be utilized - analog as well as digital - in order to reach the young target groups. As consumers tend to be “always on”, they use different communication channels simultaneously, leading to continuous partial attention. Therefore, not only new channels are necessary but the entire communication style and design need to be adapted. It is not enough to simply make contact. Instead of thinking about shortening the message, creativity should be put into creatively combining different building blocks of communication.

【 授权许可】

Unknown