SUMMARY “A new future for brand marketing”

ARZU ADIGÜZEL
107604096

The “Internet revolution” has rapidly changed consumer habbits, life styles, the way how people work, spend their free time and how they shop. Managers must understand those changes deep inside to stay ahead of the game because more than anything Internet revolution has impacted on brand marketing.
The TV and magazine advertisements won’t help your brand anymore. To achieve an increased market share in this competitive world, marketers should spend time on how consumers are spending their time, what marketing means to them to find out what they should do more about their consumers.
People spend more time on the internet. They do not watch TV as much as they used to watch before or they do not read printed news papers as much as they used to read in the past. People easily just “click” on the internet. And internet differs from all old-traditional media types, its “constantly changing”.
The key success point is to “find where your customers spend time” . How much time do they spend watching TV and which channels, how much time do they spend on the internet and which site does your target audience visit? All of these details are necessary to reach and get the customer. A firm should respond all of these changes to take advantage of the new marketing world.
The internet revolution changed communication, advertising and promotional techniques in advance. Firms should consider changes before their competitors to be the firts mover.
21.th century is the heyday for social networking sites. People share their pleasure, likes, dislikes, the movies and rock groups they like on those sites. Those sites give firms a chance to target their recipients based on demographics, psychographics, interests and hobbies. Normally it would be very costly and hard to reach the target audience. By the help of social networking sites firms can reach customers via fluid, fast moving channels with pop-ups, banners and skycrapers.
The advertising done via social networking must be fun, relevant, attractive and it must fit with the brand personality to succeed.
People read magazines and news papers on the internet, people create their own blogs and invite their friends, people socialise on the internet via Myspace, Facebook, Youtube, people play online games. People use internet for shopping, socialising, entertaining, learning, studying, working .. almost for everything.
To respond this new perfect marketing opportunity;
*Re-educate key managers to succeed in the new-style marketing world
*Be sure where brand essence stands and re-focus or change if needed
*Identify your customers new life style and adapt it
*Be creative
*Re-examine your core competencies
*Get your customers involved at a tactical marketing level, interact them
Change is not about to happen it has already arrived. Traditional advertising with traditional marketing tools won’t be effective anymore. This revolutionary new marketing era offers you seamless, fluid, irresistable and long lasting advertising opportunity.

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