With the rapid change of internet, consumers no longer play the roles of “receivers”, they turn into the source or “initiator”, which mean they decide what, where, when, whom and how messages are communicated. These factors are highlighted in the Customer Initiated Communication Model by Tom Duncan (2005). In this model, the roles of customers and marketing firm have been reversed. Customers now become the market players, the source of the massage, thereby target to firms. The channels for sending massage are not only traditional media, but also additional types of communication, consisting of customer service, letters, emails, interview sales persons, or visits websites, blogs, and comments. Particularly, organizations have to react to customers as they are now the “receiver” (Schultz, 2002). Unlike to traditional marketing communication model, this is an interactive marketing communication model, where customers generate communication directly to companies instead of waiting for the information from marketers.
DUNCAN MODEL
Furthermore, due to the development of social networks, customers nowadays can share information before, during or after they consume products or services through many kinds of interactions, such as personal blogs, recommendations, and conversations with others (Court, Gordon & Perry, 2012). This is how the new era of social media has implemented on marketing communication process. In 2012, it has been estimated that there are one billion Facebook users, 500 million Twitter users, 400 million Google users, 175 million LinkedIn accounts, and 800 million monthly visitors on YouTube around the world (Schultz & Peltier, 2013). These social media have created a unique channel that audiences own the stages. It is also the bi-directional communication where by users can show their opinions to organizations directly or indirectly (Woods, 2005).
Additionally, social media has significantly contributed to the effectiveness of new marketing environment. As Scoot (2010) states, with the size and the transparence of social media, marketers have more chances to appraise and supervise how their products or services are being said about. This becomes meaningful information which draws businesses a clear picture about the customers’ demands and needs, then allowing them to develop more effective strategies for the alternative products and services in the competitive market environment (Levinson, 2010). Moreover, by maintaining relationship with customers through social media, organizations can build their brand loyalty and brand equity to customers. This is significant because the relationships between companies and customers are built on trust, which leads to long term commitments and financial results for organizations (Dolan, 2011).
Additionally, social media has significantly contributed to the effectiveness of new marketing environment. As Scoot (2010) states, with the size and the transparence of social media, marketers have more chances to appraise and supervise how their products or services are being said about. This becomes meaningful information which draws businesses a clear picture about the customers’ demands and needs, then allowing them to develop more effective strategies for the alternative products and services in the competitive market environment (Levinson, 2010). Moreover, by maintaining relationship with customers through social media, organizations can build their brand loyalty and brand equity to customers. This is significant because the relationships between companies and customers are built on trust, which leads to long term commitments and financial results for organizations (Dolan, 2011).