Marketing and the Conversation Strategy
In the new world of marketing and advertising, it’s not as much about your message as it is about engaging your audience in a dialogue about your message. Long ago marketing was all about exposing a product to the public. As competition grew and more products and services continued to vie for our attention, exposing a product was no longer enough. Marketers then began positioning it within a category or industry. They strived to place products in the minds of consumers by creating an unique promise, claim, or even story. But in today’s social-media drive culture, position is not enough. Consumers want a conversation with their favorite brands.
Consumers now want, and will soon demand, marketing that gives them a chance to dialog with their brands of choice. It’s not enough for us to know the story behind our favorite car, soap, or burrito. We now want to be able to share our impressions, comments, praise, and ideas with the products we care about. We want to engage with the brands we love. While that might seem like a lot of work for brand managers, it has its rewards as well.
Once I become part of the conversation with the brands I care for, I will gladly leverage my network for their benefit. Recently I have tweeted about Robert Graham shirts; I have posted the Chipotle commercial on my Facebook wall; and I have written a post about Southwest Airlines. These are brands that have engaged me in a conversation. They have reached out to me via Twitter or Facebook and have established a conversation, even something as simple as acknowledging a tweet.