Danny, To quote what you said..."Companies are still spending thousands, and often millions, on a message that isn’t being heard. Or if it’s being heard, it isn’t being listened to" I fully agree. Funny thing is that I am a direct mail marketer (job role in title, but my personal view is way different) and expected to continue to pump out direct mails over and over with the same message saying "You need to buy this now." Personally, I strongly believe companies need to start interacting with their customers and ASK what customers need, not what the company believes they need.
Danny
· 8 months ago
It's interesting to see your take as someone in the "old model" (which, I feel, does still have a place in certain industries).
Do you find that it's a lack of interest or understanding? Or something different altogether?
Stuart Foster
· 8 months ago
It pains me to see a major corporation make a ridiculous media buy that has no metrics, interactivity or real imagination. Boring and not very lucrative is it?
By marketing one on one with consumers you are able to build up a repertoire that could become viral. Those empowered consumers could then spur forward your brand to heights that may have been previously unrecognized.
Kneale Mann
· 8 months ago
You mean it isn't about a slick campaign aimed slightly over the heads of potential customers whilst talking down to "the great unwashed" who know nothing about your product and will believe any claim you make? I had no idea ;-)
Another brilliant post, Danny. Bravo!
@knealemann
Danny
· 8 months ago
Maybe it is - maybe I missed the mark on this one? ;-)
Cheers Kneale, always a pleasure good sir.
Brett Borders
· 8 months ago
I definitely enjoy the paradigm shift that new communications tools are causing in how products + services are created and offered. It's scary for some personality types.. but for my type, it's a lot less scary than watching the clock and filling out TPS reports. It's challenging but overall really fun to be in the midst of something new... collectively figuring it out and creating the new business culture.
p.s. Cluetrain is a great book. Over 10 years and it still sounds fresh and groundbreaking.
Global Patriot
· 8 months ago
There will always be those who are okay with being told what to do and what to buy, but increasingly the public is finding it's voice, and using the various avenues of social media to express opinions on the matter. In that light, one-way marketing communication will continue to have "some" effect, but the tide is turning on a daily a basis, and the voice of the individual is winning!
Danny
· 8 months ago
Do you think the trend will continue to move toward interaction and communication, or will we hit that tipping point sooner rather than later?
With the amount of businesses still unwilling to move into the social media field (or any that uses a similar approach), it just makes me wonder if it's a "battle" that may not have an end in sight.
All Comments
Do you find that it's a lack of interest or understanding? Or something different altogether?
By marketing one on one with consumers you are able to build up a repertoire that could become viral. Those empowered consumers could then spur forward your brand to heights that may have been previously unrecognized.
Another brilliant post, Danny. Bravo!
@knealemann
Cheers Kneale, always a pleasure good sir.
p.s. Cluetrain is a great book. Over 10 years and it still sounds fresh and groundbreaking.
With the amount of businesses still unwilling to move into the social media field (or any that uses a similar approach), it just makes me wonder if it's a "battle" that may not have an end in sight.