Let me get right to the point with a question: Does technology create new consumer behaviors, or does technology facilitate the creation of new ways of expressing consumer behaviors? In a world where
marketers are trying to understand how to leverage technology to increase campaign efficacy or reach, how does technology really play in the equation?
I have some idea, but I won't position it
as the silver bullet. The provocative thought is as follows: What if technology only extends consumers' behaviors or responses? What if the behavior isn't really "new" per se, but rather being
manifested through a new tool set? (i.e., e-mail, blogs, meshed networks). I was reading about the evolution of del.icio.us and was taken aback with how the simple human need to organize information
spawned an application to "tag" information --now the preferred method of sharing and managing the wealth of information we come across online everyday. What's more, it extended from an existing
consumer behavior--bookmarking content online (which, if you think about, it is the digital equivalent of the analog of clipping stories or marking pages for later reference or sharing).
Anyway, back to del.icio.us. It started as a way for individuals to manage their information and reached out to a greater community across the Web because, simply put, everyone has that problem in
some way, shape or form. With all of that in mind, I am going to posit the following:
1. Technology is vehicle, a way to extend a behavior or response rather than the creator of a new one.
Examples are as follows: texting, MMS, SMS, IM, cellular, e-mail, VoIP (computer to computer), even social networks--all communications and sharing; online gaming environments, on-demand video, blogs
--all about sharing, self-expression, communication and entertainment.
2. There is no choice on the part of the consumer as much as it is manifestation of (un)predictable responses to media and
technology. Therefore, the key to determining the efficacy of any one technology vis a vis an individual or community is trying to look at the world in a vacuum. Users do not choose; they act. The
power is derived from marketers' ability to determine the most effective medium for the message (something we keep overlooking).
3. Context is the key and will differ depending upon whether or
not the message is push or pull, a call to action or message reinforcement. Again, determining the most effective medium to deliver the message will necessarily drive results.
So, you may be
asking why I am bringing this up. Well, simple really. As opposed to trying to force our content and our brands into a "new media" technology platform because our customers have it at their disposal,
why not look at how consumers are using technology to reach out and engage with our content and media? I mean, isn't it time we put ourselves squarely in the consumers' shoes and look at the world
through their eyes? If you think you have, then tell me about it. I would argue, however, that as marketers, we have been going about this the wrong way. You tell me.