Think in networks instead of target groups
Posted: Sat Jan 18, 2025 6:13 am
Apart from the substantive discourse he is conducting, I see signs around me that show that what he says about the transition to a different society is correct. I think we are also evolving towards a bottom-up society, in which people are central again – just look at the values of Generation Z.
Handsome men in suit gesturing with drawn smiley faces on box
Behind the open door, society 3.0 is taking shape. An important question is how you deal with this as an organization. What influence does this have on the way you communicate with your customers? How do you convince them? Which channels do you use? What do you need to do to grow in the Brave New World that looms on the horizon?
Stop masking, be real
Given these changes, Coca-Cola may be hitting a sweet spot with its 'Reasons to Believe' campaign. The company could have avoided sounding a bit off-key with its Sochi campaign with the following five tips:
1. Be real
You no longer win customers by creating a dream image. You no longer bind people to you by promising them all sorts of things. You no longer convince them to remain loyal to you with lures and promotions. You do that by being real. By making a difference for them, time and time again. W alk the talk . Do what you promise.
2. Communicate from your essence
People are increasingly consciously choosing what they buy, where they work, who they interact with. If you want them to choose you, you as an organization must above all communicate clearly about your essence: who are you, why do you do what you do and what difference do you want to make in people's lives. Only when you show your true face, do you give people a reason to want to transform from a critical buyer into a loyal customer.
We have been conditioned in recent decades to think in boxes and target groups. However,benin mobile phone number list people 3.0 are increasingly difficult to capture in this. Therefore, do not think in terms of communicating to target groups, but think of networks that your essence has a link with. Inject your messages in a human, sincere way into these networks.
4. Be picky with new toys
When changes occur, we tend to reach for new toys to respond to that change. The popular toys in recent years are social media, content marketing, storytelling, community marketing, ... (fill in yourself). However, always ask yourself whether this new toy fits your organization and whether you are really working on loyal customers and more sales in this way.
5. Be human
Integrity Torn Paper ConceptThink about customer relationships the way you think about the relationships you enter into personally. For most of us, it is true that we prefer to connect with people who are who they are. Who are real and pure, who do not pretend to be someone else. With people who take you into account and treat you with the necessary respect. That is also how you should behave as an organization and that of course goes further than just the way you communicate with customers.
Whatever the case, stop masking . Because as soon as people see through you, they turn their backs on you and you stand there crying in the wilderness. Because just like with lies, it also applies here: no matter how fast the masking is , the unfulfilled expectation will catch up with it (and will be shared en masse and worldwide).
Photos in this article courtesy of Fotolia.
Handsome men in suit gesturing with drawn smiley faces on box
Behind the open door, society 3.0 is taking shape. An important question is how you deal with this as an organization. What influence does this have on the way you communicate with your customers? How do you convince them? Which channels do you use? What do you need to do to grow in the Brave New World that looms on the horizon?
Stop masking, be real
Given these changes, Coca-Cola may be hitting a sweet spot with its 'Reasons to Believe' campaign. The company could have avoided sounding a bit off-key with its Sochi campaign with the following five tips:
1. Be real
You no longer win customers by creating a dream image. You no longer bind people to you by promising them all sorts of things. You no longer convince them to remain loyal to you with lures and promotions. You do that by being real. By making a difference for them, time and time again. W alk the talk . Do what you promise.
2. Communicate from your essence
People are increasingly consciously choosing what they buy, where they work, who they interact with. If you want them to choose you, you as an organization must above all communicate clearly about your essence: who are you, why do you do what you do and what difference do you want to make in people's lives. Only when you show your true face, do you give people a reason to want to transform from a critical buyer into a loyal customer.
We have been conditioned in recent decades to think in boxes and target groups. However,benin mobile phone number list people 3.0 are increasingly difficult to capture in this. Therefore, do not think in terms of communicating to target groups, but think of networks that your essence has a link with. Inject your messages in a human, sincere way into these networks.
4. Be picky with new toys
When changes occur, we tend to reach for new toys to respond to that change. The popular toys in recent years are social media, content marketing, storytelling, community marketing, ... (fill in yourself). However, always ask yourself whether this new toy fits your organization and whether you are really working on loyal customers and more sales in this way.
5. Be human
Integrity Torn Paper ConceptThink about customer relationships the way you think about the relationships you enter into personally. For most of us, it is true that we prefer to connect with people who are who they are. Who are real and pure, who do not pretend to be someone else. With people who take you into account and treat you with the necessary respect. That is also how you should behave as an organization and that of course goes further than just the way you communicate with customers.
Whatever the case, stop masking . Because as soon as people see through you, they turn their backs on you and you stand there crying in the wilderness. Because just like with lies, it also applies here: no matter how fast the masking is , the unfulfilled expectation will catch up with it (and will be shared en masse and worldwide).
Photos in this article courtesy of Fotolia.