Tom Levers

Social Interaction and the Velocity of Change

Posted in MARKETING by Tom Levers on December 11, 2008
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by Tom Levers

Modern marketing methods need to adapt rather than just control

 

Adapting to constantly changing attitudes and behaviors can be overwhelming to the traditional organization, but there are realtime customer message correcting methods that can be used to improve effectiveness.

 

To keep up with the velocity of change marketers must have customer insight to define message development. These capabilities use marketing tactics that are interactive rather than static. Traditional marketing is all about control over advertising content, placement, and timing of your product, price, promotion and packaging. This is great except when the world is moving faster than you can anticipate.  You can reach your buyers using traditional methods, but you cannot participate when an outside variable hits… and you definitely cannot control external factors like the economy, you only adapt.

 

By using multi-audience skills  you can examine a situation from multiple perspectives adapting to meet the audiences’ various needs rapidly rather than at a snails pace. Rethinking marketing communications to build a new kind of function is key, a new kind of capability that will combine customer facing that builds a feedback loop to validate the adaptive customer message. Take a typical product and service organization. Many businesses are in a transformation process that tests assumptions of the modern multinational corporate model. Globalization, combined with the web impacts the ability to communicate in a linear method to customers and investors, using traditional methods, and is overturning the company’s ability to segment audiences and messages.

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Change is rarely a gift from above. It comes out of struggles from below. Just as the barriers between business stakeholders have dissolved, the marketing effort must remove the barriers between communications functions. These functions include direct response, media, public relations, corporate communications, partner marketing, and eventually the company’s citizenship function (if there is one), which is responsible for promoting values and injecting the power of the marketing message in and outside the organization. The typical corporate structure, with sales and marketing to engage customers and a separate public relations team to communicate, plus handling communications to investors, and employees, the process cannot keep up with the correct direction when the organization with many products and many messages can not integrate a topical relevance. It is a marketing department tread mill that is always behind.

 

Traditional advertising and marketing approaches have not been rendered obsolete. TV advertising during live scheduled events, such as National Football League games, provide on-line searches that spike to 10-20 times their normal traffic during the broadcast creates a traditional strength to an interactive activity.

 

However, just one example of adapting to current trends indicated from the  August Simmons Multimedia Engagement Study finds that consumers are less likely to purchase products and services they see promoted on news media, and are less apt to say  products and services shown on news media are high quality.

 

There are five key dimensions of engagement that breaks down how media connects with its audience. The key is to integrate marketing so that Social Interaction is the foundation of theses other marketing dimensions.  

  1. Inspirational: Consumers are inspired by message and have an emotional connection to it
  2. Trustworthy: Consumers trust a particular program, radio talk, magazine or website and believe it is telling the truth without sensationalizing
  3. Life Enhancing: Consumers feel they are learning about new things and places from a particular program, magazine or website, helping to make better life decisions
  4. Personal Timeout: Provide an escape for consumers, who like to relax and unwind while reading, listening or watching media
  5. Social Interaction: Fodder for conversations with other friends and family.

 

It all argues for taking a much more non-linear and contemporary approach to the work of marketing and communications. It starts as a message that every employee owns, and is accountable for its relevant content… so that it drives through the employees social interaction with friends, family and business colegues that are part of the growing blogs, forums, wiki’s, social networks,  customer CRM communications, events, trade shows, Radio Talk Show call in’s, and TV guests appearances to deliver a message that blends with the topical social fabric. The message becomes part of the social  multiplyer of touch points, no matter what event may occur or new information is learned,.

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This all sounds great… but how is it done?  

 

1. There has to be a willingness to change the marketing process to look for ways to integrate experiential forms of  communicating. This will eventually change the corporate culture into a real time (direct response) culture that permeates the thinking of every employee and program. Doing something always works better than saying something. Use as much integrated social interaction in your marketing as you can.  Use these tactics together rather than in silos. Combine interactive promotions, user generated blogs, forums, social networks, contests, meet ups, road shows, breakfasts, user meetings, conferences,  public sporting events, encourage company pro bono efforts, special needs sponsorships…  in any marketing tactic. Add an element that generates participation with your prospects, customers, employees, and the brand experience.

 

2. Develop Key Performance Indicators (KPI) and  dashboards that indicate a roll up from employee and partner scorecards, that reflects how they are participating with customers not just force feeding them a message .

 

One thing is certain, advertising experts have refined the methods of building a message machine that moves a pitch from point A to point B very effectively. In the next few years the digital divide will hit the marketing organization by distinguishing between those brands that use technology to integrate social interaction (participate) verses broadcast their message. To manage change organizations need to build a mechanism to participate in conversations.  As a marketing organization, if you do nothing but broadcast your message you are not incorporating real-time customer listening into your message development. The key is to build a marketing method that incorporates these new interactive tactics so that the marketing organization can be part of the “experience” of changing product attitudes as the customer expresses their thoughts, hopes, and dreams… so we hear and can articulate the personalized attitudes and needs derived from the changing world and how it impacts our products and services… so that we as marketers can internalize change rather than watch it fly by.

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