What’s your answer for obsolete channel？

I have written one article last time, that contemplate with future CMO roles and networks. Digitalization gave a power to everyone, accessibility and equality. On current circumstances, customers tend to desire to listen from designated communities, instead of lured on advertisement to make decision.

What changed the consumers reactions?

In accordance with digital transformative consumption, marketer becomes to be required online execution. Of course, that is consist of different varieties appearance, between the existence of digitalized and non-adaption. In decades ago, TV or magazine, newspaper had ability to influence customer trend, therefore folks solicited to consume their times.

In public, those conventional medias had been grabbing attentions and affect mass actions emotionally. To help understanding brand value, rely on exclusive authority and it was believed as truth, to buy anything in the shops, brick-and-mortar stores so forth. Meanwhile, contents value depended on enormous audiences and fans, not as individual brands, but build it as any delegates. Fame and wealth gradually concentrated with centralized power and consumer obeyed them. 

However, Internet replaced these relatives with releasing it and public access, in other words, dissolve the asymmetry of information. Consumer spontaneously search the topics on Google or Yahoo, Baidu that Chinese engine, and Amazon or Ebay induces to discover the products online. Rather than contact with primitive channel, faster and easier on these reliable space.    

Exponentially, Internet has been spreading worldwide, and digital economy was going to start corroding physical market. In addition, social media accelerates this phenomenon. People connects on Facebook, follow and re-follow on Twitter, take photos and videos on Instagram. In coincidence, share and retweet favorable contents each other, immediately streams on individual timeline and arrival to the demand.

While almost 20 years, its no longer complementary search engine, essential tools for all international citizens. My African friends has sole communication on Facebook, as if we mail or dial on directory. On developed economy, unexpected story to quote the digital dialogues in some decades ago, nowadays common methods to send the message on Whatsapp, Facebook Messenger.

What’s your answer for obsolete channel？Coca-Cola shows good references,   

１、   Not Advertisement, Go to Digital Marketing

Brand maintenance is playing significant role with products and service, in order to customer retention. In the Coca-Cola neuroscience research, 30% of its ads are not as effective as it wants. Action driver was alternative with digital experience and marketing.      

Allocate the appropriate resource from TV medias to digital optimization.

２、   Localized community

Coca-Cola, renowned marketing leader deploys localized strategy with digital contents. In each local community, doesn’t translate American success case directly and incorporated localized topics. Not focus on the brand extension, but correspond with indigenous demand and proposal through the coke. 

From two practice of Coca-Cola brand, we should acknowledge with digital consumers. In consequence, the positioning between marker and consumers, has been shifting toward personalized, in other words localized direction, not mass diffusion.