Page 2 on 21 © Laurent François – French Ideas – 2011 – http://twitter.com/lilzeon
Digital environments have amplifiedbrands’ wishes to convert a widediversity of consumers into brandadvocates or even ambassadors.This marketing dream is reinforced bythe new semantics, which are rising allover the digital planet:
would have a price;
would be monetized
; “Empire Avenue”
would give a monetary value to socialinteractions. More generally, the newmarketing havens will allow for themaintenance of a strong link betweenbrands and well-known populations,which would be reachable andactionable whenever a communicationplan is launched. Pure illusion orpotential goal?
© Stéphane Massa-Bida http://cargocollective.com/retrofuturs/#36014/About
The aim of this paper is to introducesome new elements to the classicstatic “communication funnel,” that iswidespread in the advertising andmarketing industry. It does not mean atall that it should be removed ordismantled (the basic question “
Why do we communicate?
” has never beenthat important), but considered in amore dynamic vision.Digital spaces and strategies can bestrong levers to shape constant andreliable pipelines between consumersand marketers; they’re also big threatsfor weaker brands, as consumerexodus can skyrocket from one favoritebrand to another, depending on thecurrent bad buzz or affair.Blogger retaliation against Motrin isone of many examples thatdemonstrate how consumers can uniteagainst an organization.(
). And Greenpeace, instead of usingmajor TV ads to promote their cause,uses weak-ties among real people, andprovides materials to make word-of-mouth work like a domino effect(
).Regardless of what claims are made,many companies don’t know how to