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Bloglumn: Consumer-To-Business
According to Forrester Research 20.1 million US households will listen to satellite radio and 12.3 million US households will use their MP3 players to listen to audio podcasts by the end of the decade. Power to the consumer?
 Podcasting is a way of publishing sound files to the internet - these are actually MP3-files, just like BlogFonk's Fonkcasts - allowing users to subscribe to a feed and receive new audio files automatically. This year podcasting had a break through in on-demand marketingstrategies, Forrester Research Vice President Ted Schadler says: "If radio and music executives can successfully shift their thinking to embrace new audio delivery methods, both industries will benefit from new revenue streams and increased consumer loyalty over the next several years."It's about giving consumers what they want, when they want it. That's why Dutch commercial radiostations like Noordzee FM/Talpa Radio Nederland are offering podcasting RSS-feeds for their radioshows. Dutch investment company Talpa will launch a new Dutch commercial TV channel called Tien, which name ("Tien" means "ten" in Dutch) is chosen after a public contest. Well, at least they give the impression people get what they want... We are entering a new era, where consumers - using various internet and mobile technologies - communicate trends, visions and needs: introducing consumer-to-business or upstream marketing. In this context people proactively influencing the marketing process by representing their vision. Companies can effectively anticipate in this process by concepting their brand: communicating their corporate vision.  It's this vision, association of ideas or way of thinking consumers will identify themselves with. They don't just buy a product, they activate preferences within their lifestyle: as we already concluded, they know what they want, when they want it. So how do companies get bright ideas which communicate their vision? Normally strategists or "thinktanks" are the creative corporate sources, but having consumer-to-business marketing in mind companies should listen more closely to their employees who are also consumers. Using employees' "hidden" talents and visions will not only leave room for new corporate ideas, but also increase job satisfaction and loyality. Brainwave for creatives: think about ad campaigns focussing on employees instead of corporate products. You should come up with some great ideas, good luck!  E. F. Fonkstra |
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posted by BlogFonk: Friday, April 29, 2005 [#]