When trends and traditions meet, authenticity becomes the new asset. When the old strategy will meet the new approach, new heights will be attained. In digital economy, digital interaction alone is not sufficient. In an increasingly online world, offline touch represents a strong differentiation. While it is imperative for brands to be more flexible and adaptive due to rapid technological growth, remaining authentic is also important.
In the marketing world, segmentation and targeting are considered as two important aspects. Segmentation means dividing the customers into groups or parts on the basis of their geographic, demographic, psychographic and behavioral profiles. Companies use to divide the customers and then target the specific group on the basis of their product needs. This involves different methods. One of the most common method is to send messages or make calls to the customer. However, sometimes this can be irritating for the customer. In fact, customers tag these as spam.
Today, customers are socially connected. Communities have become the new segments. Communities are formed by the customer, not the brand and thus they are immune against spamming and irrelevant advertising. A brand now need to seek permission before entering the communities. While seeking permission, brands should behave as friends, in order to promote their brand within the community. Now power lies in the hands of customer, to whether accept or reject the request. This way customers feel more powerful and attached to the brand.
Companies should use segmentation, targeting and positioning by making it transparent to the customers. Customers have moved from the concept of Hunter and prey to the concept of friends. In the same way, brands too need to be friends with the customers and enter the communities rather than being hunters with bait. Thus, digital and traditional market needs to co-exist creating a perfect balance between them.
