Brands are increasingly involving the consumer in creating their stories. From creating relevant content to an entire interactive experience with the brand. A kind of story told to friends. That is, new.
The offline environment taught us to differentiate one brand from another through music, tone of voice, color, story. The moment we see an ad, listen to a radio promo, or watch a TV commercial, our minds start making associations. The information transmitted by the brand remains shared and reappears every time we receive a new one signalfrom the brand.
Over time, our thirst for knowledge has not been satisfied with an offline brand communication. We wanted to interact with the brand multichannel, being captivated by the uniqueness of each communication channel that the brand used to reach us. The door has opened for us to a new environment — the online environment or nieuwe media. Social media, blogs, forums, viral videos. The difference is that we went from learning the story of the brand to opening the door and being part of the story. Everything became more interesting, more open, more nieuw.
The interaction with the brand went from us, from the people. We were the ones who felt the need to get more from a brand than a simple rational argument. Because we like to make connections. And we love to see our reflection in what is happening around us. In friends who share the same values, in the causes we believe in, in the work that feeds our passions, and in brands that speak to the world about our way of being.
There are a few rules that the brand takes into account when entering the online environment and wants to interact with us.
Adapting the message to the moment. Our consumer habits help brands communicate with us before, during and after we make a purchase. The important thing is that the brand correctly interprets the signals we send and reacts when we are at a standstill. Because interaction with the brand is important for us, at every moment of making a decision.
Creating relevant stories. Consistent messages. Authentic. Consistent. Brands send messages to new people through stories. The way the story is told makes us react and get involved in the life of the brand.
Use of tools and apps. To facilitate our interaction with the brand, but also to provide us with a pleasant experience with it.
We like to interact with brands. Our passions, the values we seek around us are what help a brand reach us. They are the ones that motivate a brand to create authentic stories. Relevant, unique and full of dynamism. We activate brands and interact with them in a new environment — nieuwe media.