The proliferation in recent years of the importance of the EWOM (electronic word of mouth) using electronic media and consumer behavior/preference take companies to pay more attention to research and comply with effective marketing instruments that can help or reassembles the art of this new media era.
The key questions that these authors address is how in recent years we are witnesses of the rise of new media channels like Facebook, Twitter, Google and that enable customers to play an active role and be marketers. This new “pinball” as they call it this framework media, impacts of relationship with customers and make the electronic word of mouth more interesting and more intrigued about how to understand the consumer behavior how to successfully manage customer interactions and how effective measurements of customers activity are now.
The main purpose of this article is to introduce us to the universe that new media compel of relationships with customers, this article provide the information or the key identify about the new media phenomena and how companies need to take into consideration how to manage their relationship with customers when customers now are more empowers by all the technology and platforms in which they can communicate more efficiently, more accurate and quicker about their assistance and preference of any products.
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With new media websites or digital communication, the behavior of consumer can be measured both in real time and long regardless of time and place. The flow of information regarding a company or product became multi-directional, interconnected and difficult to predict. The focus of this article is on new media, new media engagement, other consumers affect and behavior and relationship outcomes that result in a purchase, customer retention or monetary gain.
Based on their analysis and the specific characteristics of new media they identify 10 new media phenomena they summarize the outcomes and highlight important areas for future research regarding marketing understanding of consumers based on the new media.
The key concepts we need to understand in this article are that through the real understanding of this 10 new media phenomena companies can understand consumers, consumer interactions and consumer outcomes. The 10 new media phenomena based on their research are the following:
- New multimedia services
- Digital consumer articulation
- Consumers as retailers
- Online Social Communities
- Search Bots
- Shopping bots
- Mobile technologies
- Recommendation systems
- Peer – to – peer networks and piracy
- Online auctions
Some of the outcomes of these 10 new media phenomena are that marketers can use with more accuracy the virtual world data for real-world predictions, better measurement of EWOM, use data for different purposes, measure the effects of marketing in consumer relations, consumer loyalty, quality and price strategies, impact on profits, cultural trends, niche products and willingness to pay among more other outcomes.
The main assumptions of the authors are that understanding consumer behavior in this new media era can take companies to develop marketing campaign taking in consideration that now customers are more engaged in the process serving as consumers as well as producers and retailers. If we fail to take this line of reasoning seriously, the implications are that companies lost their real connection with customers.
The main point of view presented in this article is that the companies need to research and adapt their marketing campaigns based on these new 10 media phenomena because by understanding and research these areas the companies can develop a better understanding of their customers.
