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.

The global brain 2.0

Yesterday I went through the latest programme of Interact. It was a pleasant surprise to see that the folks at IAB asked Joël de Rosnay to open the event on the 4th of June. He will share his ideas on the impact of the participating and collaborating digital user.

The first (and last) time I met with Joël was in 1998 or 1999 (my poor memory…) when we just translated his book “L’homme symbiotique” in Dutch at Best Of Publishing (my former employer) and Joël came to Brussels to do an amazing exposé, sharing his views on the digital revolution. It seems like ages ago.

Funny enough I have been thinking a lot about Joël’s ideas lately since it seems to me that his unique holistic vision on the ‘global brain’ and the ecosystems of earth, technology and mankind, are more actual than ever. In fact, recently I was asked to share some ideas on the evolution of the net. I concluded by referring to Joël. I quote: “In his book, ‘L’homme symbiotique’, Joël De Rosnay drew an anthropologic picture of mankind in the digital era. He depicted a link between the internet and the emergence of a networked global brain. He also gave a holistic approach of the human being as a part of that network. These days, I often think about that book. Because the global brain is happening. And we are all participating in it. The opportunities of that revolution are enormous. And so are the challenges.”

I’m thrilled to hear how Joël thinks about all these evolutions today. More information on his presentation here.

It's been a long while since I read Joël' s book so please share your thoughts if you read his work/talked to him more recently.

Joël in Wikipedia.