The Intersection of Emerging Channels and Changing Consumer Behavior

The Intersection of Emerging Channels and Changing Consumer Behavior

Introduction:
In today's fast-paced digital landscape, businesses are constantly on the lookout for new and emerging acquisition channels to stay ahead of the competition. This article explores the concept of emerging channels by combining insights from two different sources: "インスタ女子が語る「LINE衰退説」 ストーリー起点からの「脱線おしゃべりDM」がチャットアプリの入る隙間を潰している話。｜アプリマーケティング研究所" and "How To Choose, Test, and Scale Emerging Acquisition Channels — Reforge." By finding common points and unique ideas, we will delve into the factors that businesses should consider when evaluating emerging channels and how they can effectively integrate them into their marketing strategies.

1. Changing Consumer Behavior: The Rise of Instagram Stories and Decline of LINE
   One common point between the two sources is the impact of evolving consumer behavior on the popularity of different communication platforms. The first source discusses how Instagram's Stories feature has become the starting point for communication, replacing traditional messaging apps like LINE. Users now prefer to engage in "脱線おしゃべりDM" or casual conversations that branch out from Stories, thus eliminating the need for separate chat apps. This shift highlights the importance of understanding where consumers spend their time and adapting marketing efforts accordingly.

2. The Potential of Emerging Platforms: Clubhouse, TikTok, and More
   Both sources emphasize the potential of emerging platforms as acquisition channels. The second source mentions platforms like Clubhouse, TikTok, and Poparazzi, highlighting the benefits of being an early adopter. While there are risks associated with venturing into uncharted territory, being an early mover can provide a competitive advantage, as demonstrated by examples such as Facebook's mobile ads and HotelTonight's partnership with Facebook. The key is to identify platforms that align with your target audience and offer untapped opportunities for growth.

3. Underutilized Opportunities: Leveraging Mature Platforms
   Another point of connection is the underutilization of mature platforms within specific industries. The second source mentions the example of Wordpress, a platform that had been around since 2003 but was not being leveraged as an acquisition channel in the CRM industry. By creating a flywheel that connected organic search rankings to Wordpress plugins/themes and eventually to paying customers, HubSpot was able to tap into an underutilized opportunity and diversify their acquisition portfolio.

Actionable Advice:

1. Understand Your Customer, Channel, and Company Overlap:
   Evaluate the overlap between your target customer, the strengths of the emerging channel, and your company's goals. Look for alignment in all three areas to determine if investing time and resources in the emerging channel is worthwhile.

2. Assess the DNA of the Channel:
   Consider the key attributes of the emerging channel, such as whether it is an entirely new channel or an expansion within an existing platform. Assess the growth stage of the channel, its monetization potential, and the adjacency to your existing channels or categories. These factors will help you determine the level of risk and potential reward associated with exploring the channel.

3. Understand Your Company's Profile and Resource Allocation Culture:
   Determine whether your company is a first mover, fast follower, or calculated settler. Consider your company's resource allocation culture and the foundation you have built for growth and existing channels. This will help you determine the level of investment and exploration that is feasible for your business.

Conclusion:
In a rapidly evolving digital landscape, businesses must stay abreast of emerging channels and changing consumer behavior. By understanding the overlap between customers, channels, and company goals, assessing the attributes of the channel, and aligning with your company's profile and resource allocation culture, you can effectively evaluate and integrate emerging acquisition channels into your marketing strategy. Remember, it's not just about being on the latest trendy platform; it's about identifying the right opportunities that align with your target audience and offer untapped potential for growth.