How We’re Wired Now
There are two trends in today’s internet age that I want you to understand and remember:
- Engagement psychology
- Influencer marketing
A July 2014 online article on Media Psychology cites customer engagement “…as the behavioral manifestation from a customer toward a brand or a firm which goes beyond purchase behavior.” It further states the critical nature of the “…behavioral component of engagement, citing actions such as co-creation, social sharing and other interactive, collaborative and participative dimensions…”
What does it all mean?
The first says that people online are identifying themselves as engagers rather than just simple buyers. Plenty of simple purchasing happens today, but consumer behavior is shifting towards a mentality that displays the desire to take some active role in the purchasing chain.
The second statement details the types of actions these engagers perform, such as co-creating content, as well as sharing that content or other people’s content with their personal networks. This behavior plugs directly into the power of digital influencer marketing, a nascent yet quickly burgeoning industry. Digital influencers have a large following on social media, which serves as a built in audience to whom companies can sell stuff.
What Do I Want You To Do?
Writing is a purely introverted, writer-centric activity. But if you want to share it with the world, LEARN to inhabit the minds of your readers. Figure out who they are, where they are, what they do and how they do it in this technologically hardwired world. Your consumers don’t come to you; you must now go to them.