Jason Beckley, Autumn's International Brand Consultant, talked about how social media is redefining influence, trust and business growth during his keynote speech entitled 'Welcome to Generation Social: The New Rules of Influence, Trust & Growth' at the 23rd Marketing, Advertising, Media & Communication Conference.
During his presentation, he argued that businesses are called upon to abandon the logic of mass communication and turn to more specialized communities, as real value is now created through deeper connection with specific audiences and not through generalized appeal.
He stressed that social media has fundamentally changed the way consumers discover, evaluate and choose products and services. As he explained, building trust now precedes the purchasing decision, with businesses first needing to become visible, relevant and trustworthy in the eyes of their audience.
At the same time, he focused on the distinction between creating demand and converting it into a sale, noting that much of the influence that shapes consumer choices develops outside of formal business channels, through communities, discussions and social interactions.
As he stated, "wealth lies in niche communities," explaining that brands that deeply understand the needs, values, and behaviors of specific consumer groups gain a stronger competitive advantage and greater loyalty.
He also made particular reference to the transition towards a more human approach to communication, underlining that authenticity, individuality and a meaningful relationship with the public are now key components of business development.
Finally, he noted that leadership teams are called upon to adopt a social-first approach, incorporating new data into the development, communication and commercial activity strategy of organizations.
The 23rd Marketing, Advertising, Media & Communication Conference brought together marketing, advertising, media and communication professionals, with the aim of highlighting the most important trends shaping the future of the industry.
