We now find ourselves in a pretty phenomenal world; and by ‘we’, I mean us folks in Africa. Going fast are the days when we would sit, paper and pen in hand, scribbling away a letter, a pen pal or even a post card for that matter. In fact, trips to the post office mail box have reduced significantly and some of us don’t run scared when the peeps at Posta lock the mail box due to delayed payment. We are now exposed to a new kind of lifestyle; one that reduces cost, seamlessly synchronizes with our busy schedules and gives us a larger degree of control. It’s a new exposure….thanks to ‘New Media’.
And it’s not only the ordinary folks whose lifestyles have been transformed. Companies too cannot stand in the way of New Media. Personally, I’d hate to be a corporate right now because after decades of communication control over the consumer, a sudden paradigm shift occurs and boom……..am no longer in control!! Didn’t they see this coming?? Or were they busy dismissing New Media as a ‘thing’ for the Western world that will get lost on its way to Africa? Either way, corporate entities can no longer hide their faces behind closed doors of mammoth skyscrapers. They have to open new communication channels, allow consumers to own these channels and be patient and tolerant to listen what the consumer really thinks of their brand/product/service.
Politicians too are running helter skelter trying to secure some online presence. They appreciate the fact that there is a voter who will neither attend the political rally nor stand by the road side to chant support slogans as their motorcade wades through the towns. In a bid to include this section of voters, politicians are now at the forefront of blogs as well as social media platforms. New Media gives them the opportunity to connect better with the increasing number voters who live and thrive online. It gives them a platform where they can blow their trumpets and shape voter opinion.
Musicians have also joined the bandwagon and are having an easier time thanks too. They no longer have to beg TV and radio stations to play their music.And the best part is that its free of charge!! This actually has reversed the trend in the entertainment industry;the popularity of a song or its video in a way compels radio and TV stations to also feature it in their entertainment section.Again here,we see control shifting from the media owners to the artistes/fans.
Its therefore clear that New Media is actually having an impact in the society. Information access is unlimited and as a result,consumers know better.Corporates are therefore juggling between consumer expectations and perceptions on one hand and their policies and practices on the other. A smart corporate knows better than to fight this change. New Media can offer deep insight into the customers expectation thereby enhancing company marketing activites. It's time for corporates to stop the talk and start the dialogue.
