MARKETING AFRICA MAL 18/17 mal 18:17 online | Page 12
COMPLACENT MARKETING
DIGITAL
TRANSFORMATION
AFTER DIGITAL
MATURITY
By Diana Obath
T
he debate around what
consumers want has
increasingly become skewed
towards creating online experiences
and content, more so for the current
generation and largely for the current
consumer. technological transformation should
be to make consumers lives easier
both online and offline. Michael
Abrash, Chief Scientist at Facebook’s
Oculus terms this future as an
‘always-on, go-everywhere mixed
reality’ setting.
Social media has grown from a pass
time to a communication platform,
and then to a business tool. Soon,
it will become a money transfer
tool and people will no longer need
phones as they will be able to make
calls from social media – all thanks to
recent innovations by Facebook.
The struggle for brands however
is still the question on combining
online and offline worlds for product
marketing. The end game of the Presently, there exists a disconnect
between what consumers want
and what brands think they want
especially when talking about
online experiences. The gap exists
because the present online setting
is not giving consumers the same
experience offline. The online
experience and offline experience
needs to be harmonized. The current
scenario is muddled in a digital
obsession, but by brands.
‘‘ Social media has grown from a pass time
to a communication platform, and then to a
business tool. Soon, it will become a money
transfer tool and people will no longer need
phones as they will be able to make calls from
social media – all thanks to recent innovations
by Facebook.’’
10 MAL 18/17 ISSUE
Case in point, IBM recently
conducted a survey asking consumers
to name the most important thing
to them when engaging with brands.
Majority of the responses collected
were consistent around the need
for brands to be quick and more
convenient.
In the same study, brands were asked
the same question on behalf of their
customers. Brands all had the same
thinking - their customers wanted
more digital experiences because the
present day consumer is more “digital
savvy” and the consumer also wants
more control of how they consume a
product or service!
The point of departure between what
brands want and what consumers
want from the IBM survey is
the clear fact that brands assume
technology is more important than
utility. And this is exactly why brands
are assuming online is the answer to
all their problems while consumers
just want their lives to be made easier
and their problems solved spot on!
More often than not, digital success
stories have focused on brands that
have successfully moved offline sales