Digitalization
is bringing services home. This is
also happening in the banking sector: some weeks ago my family had a meeting
with a bank sitting on the couch at home in the evening. It was a web meeting with our personal bank counselor.
Very handy and easy. It was about the time the banks start offering this kind of service - now that there is the web, who wants to go to a bank during banking hours?
Technology offers immersive possibilities to reach the consumers and provide services
to them with a mobile device in their pocket or backpack. It can make the service provider available wherever 24/7. I fully agree with
Ville Tolvanen as he is saying that marketing is becoming like a service. And the customers have become masters of service. The roles have changed.
While the companies wonder what kind of content to provide to attract the attention of potential customers the same is happening on the personal level: the individual persons may be pondering what kind of updates to publish in Facebook, Twitter, Instagram etc., to get as many likes as possible.
In the middle of a great event, have you ever catched yourself thinking that this moment/scene/happening could make a nice post in your Facebook page? This phenomena is called “internet life-publishing” and it has become a regular part of many people’s life. It means voluntarily publishing fragments of everyday life on several internet forums: meals, kids, pets, selfies, funny videos, sceneries, etc. There is often an element of playfulness and fun involved.
Sari Östman has studied life-publishing and, according to her doctoral thesis (Sociable) life on keyboard, social media can affect our identity and the way we perceive ourselves.
What kind of publisher are you?
Life-publishing provides many opportunities for marketing. You may have been encouraged to take selfies with a brand mascots or celebrities invited to business events. Or to take part in Instagram photo contest. Here are some examples of Instagram contests in English and in Finnish.
The companies need to keep up with the digitalization and the possibilities it offers. But to seize the opportunities they also need to be aware of how the consumers' thinking and behaviour is changing.
Tuija 6.10.2015
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VastaaPoistaAbout the virtual services banks are currently offering in consulting, it’s great that also the banking sector is starting to digitalize and I for one wouldn’t go to a bank during banking hours, because why would I, when I can do it from home. After reading you blogpost I asked my sister who works for Nordea as a personal bank counselor, told me that theres still many people who dont trust the web services and want to meet face-to-face, this probably doesn’t apply to the younger generation since we love our digital services and devices. And Nordea for one is offering personal counseling services now on Saturdays also.
VastaaPoistaI agree with your post and the fact what Ville Tolvanen said about that marketing is becoming like a service. I can see this happening in many sectors of companies. For example Food companies are creating recipies etc...this is propably one of the first ways towards (started years ago) the service-thinking marketing) And banks are competiting with different apps. OP bank group has this Pivo app, where you can see in real time what payments are payed from your bankaccount and how much you have money there. Other banks in Finland doesen't have this kind of service. And this can be seen as a marketing.
VastaaPoista