Behavioural shifts in business communications | Digital and Social ...

Just up until couple of years ago, brands were talking about control and looking for ways to be the only choice by people; but it seems emerging channels? philosophy is encouraging brands for more interaction and engagement.

Generally speaking, number of Facebook users are going north, more and more UGC based platforms are coming to life; Affiliate Marketing is popular more than ever and more brands are talking about collaboration and partnership these days. Businesses are increasingly using Google Ads as a?revenue stream; in which ads eliminating competitors? websites is not easily viable.

Although the ultimate purpose for business is to sell and boost profitability, they also need to engage and interact with their both customers and prospects; this is due to shifts in consumer behaviour and culture of communications. Interactive TV, game consoles, text messaging and Bluetooth are some of the channels brands considering or have considered to engage with their audience. For example, Kinect and its interactive TV capability attracted attention of major brands like Honda, Emirates and O2.?CBS Outdoor?deployed?Bluetooth technology to maximise engagement in a more traditional advertising environment ? buses.

The way businesses have been?practising?business for years is now changed and is changing rapidly; thanks to viral communications techniques, gaming and text messaging; but among all aforementioned techniques, mobile messaging seems to be a very lucrative market and indeed a popular communication technique among businesses. According to the report, it is estimated global mobile messaging market exceed US $200bn by the end of 2011; this market in 2010 was worth US $179.2bn. On a global level, SMS alone generated US $114.6bn for mobile networks in 2010.

Gaming, also, shouldn?t be forgotten as an effective communications technique; in almost every social network site we go to, there are many games available for free or apps for smartphone available to download on Apple, Android and Windows marketplaces. Social network sites like Facebook even encourage users to use their mobile numbers to?verify?their accounts; something Google is also encouraging their Gmail users to do too.

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Source: https://wisemarketing.wordpress.com/2011/12/14/behavioural-shifts-in-business-communications/

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