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In today’s digital reality, the data-spewing consumer is the epicentre
For businesses hoping to capture the hearts of these consumers, nothing has fundamentally chang . A but economic, list to data technological and social forces are forcing them to adapt to the possibilities of mobile applications, social mia and their APIs. The fear ‘information overload’ due to the further advance of the internet is an addition to . A the overwhelming flow of – often marketing-relat – content that the average consumer is already expos to. It is a reality that the ‘digital native’ is born into. In fact . SA the users of new digital technologies themselves are the biggest content generators. They engage in a continuous cycle of discovery, experience and deepening or retelling .
Take for example the Timeu.se data for the word ‘commute’
This site scans the usage of this word in millions of Twitter messages and plots it on various graphs. Not surprisingly, the . A word is us most during the morning and evening rush hours, but the intensity in the afternoon is much lower.
Also, the total number of mentions decreases during the week ( see second plot type ). Knowing this, you can adapt your message to the apparent state of mind . A of the consumer and reach them on a more personal (by adapting to the environmental context and time of day/week), emotional and even subliminal level.
A message for a traveler during the evening rush hour would therefore have to be fundamentally different than for a singapore lead traveler .0 A during the morning rush hour. And during the week it would have to change for both groups. None of the navigation and location-bas applications a strategic approach to local connections I know of do such a thing yet (except perhaps for adjusting the color setting of the screen).