How to Manage Consumers Awareness in Digital Era? Make Them Love You.

Managing consumers awareness is one of the crucial issues in marketing. With the development of internet, a lot things have been changed, including marketing. The regular pattern of consumer awareness which found in the traditional positioning theory still can be used by the marketers today. However, the way how to f manage the consumers awareness has changed due to change of the behavior of consumers. Consumers can not only receive the message but also influence each other easily today. The old traditional positioning theory may not be working in this digital age.

Consumer insight is the key factor in traditional marketing theory. The essence of it is to make consumers realize most of the products provided in the market is basically the same thing, only yours is different, then you will win the battle with your competitors. Based on the positioning theory, you do not need to change the product. What you need to do is to change the awareness of consumers and make them think your product is better than the old one or the others. Basically, you can use psychological tactics and run the advertisement on mass media to change consumers’ perception, to achieve the most favorable competitive position in the market. In fact, this is a trap.

Now, the age of mobil internet has come. The three key issue of marketing: media, channels and users all has changed. Accordingly, companies and brands will change fundamentally. What is more, the consumer behavior has changed significantly. Today, users can say everything about a brand on social media. If millions of users praise you on social media, then you have a strong media platform. You don not need a advertising agency or traditional media to develop your business. Even the users create some bad comment on you, the effect may be good as well. For example, Wang Sijcong, the son of the richest man in China Wang Jianlin who is th Chairman of the Dalian Wanda Group, complain about JingDong( Like Amazon) did not deliver his desk on time. However, almost all Weibo users considered it as a funny thing and created thousands of funny comments about it. No one said a bad thing about JingDong, which makes JingDong ‘make a fortune’ without spending any money.

You see? It is about fun! On social media users will create content for you for free. Try to develop a good strategy and throw some interesting content, users will help you to spread it. Sometimes the result can be way better than you imagine, may be it just because they love you. In this digital era,

brands should be sincere and provide a full range of experience to the consumers rather than simply brain washing. Make them love you and communicate with them by heart, your business will be successful.