Welcome to the Interact Congress Blog. We have invited some leading European guest bloggers to share their observations on interactive marketing and communication skills within the integrated experience. The blog also offers you a first opportunity to interact with your peers.

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Wednesday, 4 April 2007

Considering consumers as people

The media digitalization, as much as the contents classification (tagging), is strongly changing our habits starting from the way we communicate and the way we relate with companies. And this is happening very fast. Marketing and advertising have to fit themselves quickly, putting in crisis some of the elements that have been the core of the communication strategies for the past years; for example it needs to shift from the classic approach “consumers considered as target to hit” to “people with whom talking to”.

Considering consumers as people is a significant, complex but necessary step. In this way consumers are no more passive receivers of the advertising messages, but they become individuals with who make sense to start a true relationship, a conversation, a dialogue. Considering that these individuals have become content producers therefore they have become significant purchasing influencers.

To face this new communication ecosystem, it is not enough, naturally, opening a corporate blog or uploading videos on YouTube. It needs to start a real renewal in the way of considering a company, knowing that it is going to be a gradual and complicated process. In theory it seems to be easy: being transparent, building brands with clients, talking with them, etc. The main problem is that companies have always been used to just communicate, not to talk, not to really listen to. It is evident that leaving part of the communication control in the hands of people is something scary. But this is an irreversible route.

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