How will the advent of "Customer 2.0" - that is, a customer empowered by the web and by social media, and who comes armed with a thorough knowledge of your product from company and third-party sources - impact the marketing message?
The simplest way the message is affected is because of the need for keywords. Press releases, fact sheets, and brochures can't just be written to be interesting, they need to be written to be understood by search engines so that prospects and customers can find this information. The formats used are also change, as search engines have trouble reading some formats, like flash. Also, there is a new need for thought leadership generation, instead of just product information, as customer 2.0 wants to know you are an expert in your field and wants to learn about your product while educating themselves.
David HakalaThe Zen Scrivener, The Barking Unicorn
Posted on July 7, 2009
Honesty will increase as the cost of dishonesty and the risk of being discovered increase.
Adjectives will diminish as customers overwhelmed with information demand simplicity.
The frequency at which marketing messages are delivered will lengthen as companies learn that spam-weary customers want to hear only worthwhile messages. "Do not speak unless it improves upon silence."
The total volume of marketing messages distributed will increase as the number of message distribution channels increases.
Your marketing message will be affected most as it is no longer yours. Nowadays customers take the reins on any businesses message. Which is great news - you want your customers speaking their mind about your brand. Even negative reviews can be turned into reputation boosters as long as you respond immediately and solve whatever complaint they have. Essentially all businesses are losing control of their marketing message to consumers. Embrace it. Consumers are far more likely to believe what other consumers have to say about your business than what you have to say.
Al Shultz BtoB Marketing Guru specializing in Differentiation and Gaining Market Share, Al Shultz Advertising
Posted on Nov. 9, 2009
Marketing 2.0 makes it all the more important to fine-tune and amplify your market positioning and messaging — especially since the customer now has so many other sources of information and points of view about your product.
If you're already the king of your market segment maybe it's okay to "let the customer take the reins of your business message." They probably will think you're great, and blog all about how great you are, and tell all their friends.
But what if you're NOT #1? What if you're number four or five in your market? What if you're a little startup and up against a well-entrenched big guy?
In any of those scenarios, you have a very large and serious job ahead of you: You have to change that already-entrenched market thinking in your favor. Which means you have to choreograph your own message and drive the necessary change with targeted hard-core marketing tools of your own. See for example which tools the big guys count on when they've got huge bucks riding on their marketing efforts: http://online.wsj.com/article/SB10001424052748704754804574494290698479688.html# (Hint: it's not blogs and social media.)
The principles for little guys is exactly the same.
Your prospects need to hear about you from respected third parties – opinion makers, opinion consolidators and other clients. Consider strategy first, with more emphasis on these constituencies, then marketing messages. Direct messaging to your clients still plays an important role... Now it also needs to support what these respected third parties are saying about you.
SEO in many ways trumps messaging. Without being heard, the greatest, most timely messaging in the world won’t be effective.
Sure customers are empowered and in control, but your messages are born from within your organization and you are still in control of your assets, such as brand symbols and associations. (How they are interpreted is another matter). Now you have the opportunity to embrace online communications tools to let your customers and advocates co-create your marketing, help drive product development, manage relationships, create personal meaning, and promote you as they see fit. I believe allowing for and systematizing this kind of transparency and participation will be a requirement for most competitive businesses in the coming years.
We find that just having people visit the RagsToWealth.net site and getting a feel for the reality that these are potentially very useful & simple tools drives our repeat visitors and business. Folks are looking for straight solutions in this tough economic environment, not hype. www.RagsToWealth.net
Lots of good responses here. What comes to mind most with 2.0 -- and eventually 3.0 -- is the ability for companies to "L-I-S-T-E-N" like never before. For many companies 'listening' is often one dimensional -- it comes in the form of a CEO or sales/marketing exec listening to a customer -- generally complain when something doesn't work as expected. But there are generally a whole other phalanx of people listening who are often hidden. Rarely is their input ever asked for or used.
Now, with 2.0 technologies, there's no ignoring that feedback. I was so inspired by your question, I wrote a blog post about it: http://www.ennect.com/blog/listening-2-0/
Luke ThomasOwner of Luke Thomas Media, Luke Thomas Media
Posted on Dec. 8, 2009
With the growth of social networking sites comes the potential for word of mouth marketing to be maximized. If a company focuses on providing a great product or service, word will spread quickly. Likewise, if a company provides something that is below par, word will spread like wildfire, thus destroying a companies credibility.
Another key to maximizing web 2.0, is to create a relationship with your customer (like Carol mentioned). I have experienced firsthand the benefits of the "2 way communication" via social networking, and it is extremely effective and creates relationship that lasts!
With the power of social media, brand recognition and leadership are both earned rather than paid for by traditional means of marketing and advertising. Brands, products and trends are controlled by media contributors and online influencers such as bloggers, reviewers and digital creators. Therefore marketing messaging is formed based on a two-way communication. Marketers no longer can develop their message and HAMMER it into the audiences' mind. Marketing messages should be developed like MAGNET and attract the audience. http://armanarami.com/2009/12/01/marketers-are-no-longer-in-charge/
I like Carol's answer about "listening". Because now more than ever we need to think about how this is adding value and benefiting our customers. If we fail here (and it starts with listening) then our customers will vote with their clicks.
Thanks, Parker. Listening is something most companies do poorly. That's why there are so many failed products and companies laying on the side of the road. The whole concept of 'market MESSAGE' implies that someone controls the presentation and delivery of content for a consumer, whether that's a B2B or B2C 'consumer.' Web 1.0 started and Web 2.0 advanced the ability of consumers to poke holes in the 'messages' that were targeted to them. But companies still don;t get it. So, they've gotten involved in using Web 2.0 -- but did it thinking they could control their message in a new channel. READ MY LIPS: Web 2.0 is not a new channel. It's not a place where you post your message and hope everyone accepts it...without poking a stick at it to see if it squirms. Look at what is happening with the whole Tiger Woods imbroglio. Having a blog hasn't helped him, now has it?
Is it possible that customers will begin to define your brand and companies will develop marketing messages that attempt to follow the online brand created by customers instead of trying to define the brand?
Marketing messages are easier to define & create than ever before. Why? The best messages resonate to your customer's core. They reflect exactly what they want and need. With social media and Web 2.0, we have a faster and wider window into those wants/needs than ever before.
Even better, those same customers will take your "first draft" and make it better. If you listen carefully, and take their feedback to heart, you can mirror that message right back in your own sales & marketing materials to create even greater impact, response and performance for your business.
Marketers need to be up-front and honest about the "promise" they are selling. It is no longer possible to get people to use your products and services based solely on the fact that they are the incumbent or have significant marketing dollars unless they can uphold their brand promise.
Marketing messages must also reflect what social media is sayong about your brand. If your messaging is out of sync with the social world is saying, you will be seen as a fraud and your days will be numbered. You need to EARN their hearts and minds then they will help craft your marketing message.
15 Answers
+3
The simplest way the message is affected is because of the need for keywords. Press releases, fact sheets, and brochures can't just be written to be interesting, they need to be written to be understood by search engines so that prospects and customers can find this information. The formats used are also change, as search engines have trouble reading some formats, like flash. Also, there is a new need for thought leadership generation, instead of just product information, as customer 2.0 wants to know you are an expert in your field and wants to learn about your product while educating themselves.
0
Honesty will increase as the cost of dishonesty and the risk of being discovered increase.
Adjectives will diminish as customers overwhelmed with information demand simplicity.
The frequency at which marketing messages are delivered will lengthen as companies learn that spam-weary customers want to hear only worthwhile messages. "Do not speak unless it improves upon silence."
The total volume of marketing messages distributed will increase as the number of message distribution channels increases.
+2
Your marketing message will be affected most as it is no longer yours. Nowadays customers take the reins on any businesses message. Which is great news - you want your customers speaking their mind about your brand. Even negative reviews can be turned into reputation boosters as long as you respond immediately and solve whatever complaint they have. Essentially all businesses are losing control of their marketing message to consumers. Embrace it. Consumers are far more likely to believe what other consumers have to say about your business than what you have to say.
+1
Marketing 2.0 makes it all the more important to fine-tune and amplify your market positioning and messaging — especially since the customer now has so many other sources of information and points of view about your product.
If you're already the king of your market segment maybe it's okay to "let the customer take the reins of your business message." They probably will think you're great, and blog all about how great you are, and tell all their friends.
But what if you're NOT #1? What if you're number four or five in your market? What if you're a little startup and up against a well-entrenched big guy?
In any of those scenarios, you have a very large and serious job ahead of you: You have to change that already-entrenched market thinking in your favor. Which means you have to choreograph your own message and drive the necessary change with targeted hard-core marketing tools of your own. See for example which tools the big guys count on when they've got huge bucks riding on their marketing efforts: http://online.wsj.com/article/SB10001424052748704754804574494290698479688.html# (Hint: it's not blogs and social media.)
The principles for little guys is exactly the same.
Al Shultz
http://www.alshultz.com/
0
Your prospects need to hear about you from respected third parties – opinion makers, opinion consolidators and other clients. Consider strategy first, with more emphasis on these constituencies, then marketing messages. Direct messaging to your clients still plays an important role... Now it also needs to support what these respected third parties are saying about you.
SEO in many ways trumps messaging. Without being heard, the greatest, most timely messaging in the world won’t be effective.
+1
Chris,
Sure customers are empowered and in control, but your messages are born from within your organization and you are still in control of your assets, such as brand symbols and associations. (How they are interpreted is another matter). Now you have the opportunity to embrace online communications tools to let your customers and advocates co-create your marketing, help drive product development, manage relationships, create personal meaning, and promote you as they see fit. I believe allowing for and systematizing this kind of transparency and participation will be a requirement for most competitive businesses in the coming years.
Chris
0
We find that just having people visit the RagsToWealth.net site and getting a feel for the reality that these are potentially very useful & simple tools drives our repeat visitors and business. Folks are looking for straight solutions in this tough economic environment, not hype.
www.RagsToWealth.net
0
Lots of good responses here. What comes to mind most with 2.0 -- and eventually 3.0 -- is the ability for companies to "L-I-S-T-E-N" like never before. For many companies 'listening' is often one dimensional -- it comes in the form of a CEO or sales/marketing exec listening to a customer -- generally complain when something doesn't work as expected. But there are generally a whole other phalanx of people listening who are often hidden. Rarely is their input ever asked for or used.
Now, with 2.0 technologies, there's no ignoring that feedback. I was so inspired by your question, I wrote a blog post about it: http://www.ennect.com/blog/listening-2-0/
Thanks for the idea!
0
With the growth of social networking sites comes the potential for word of mouth marketing to be maximized. If a company focuses on providing a great product or service, word will spread quickly. Likewise, if a company provides something that is below par, word will spread like wildfire, thus destroying a companies credibility.
Another key to maximizing web 2.0, is to create a relationship with your customer (like Carol mentioned). I have experienced firsthand the benefits of the "2 way communication" via social networking, and it is extremely effective and creates relationship that lasts!
+1
With the power of social media, brand recognition and leadership are both earned rather than paid for by traditional means of marketing and advertising. Brands, products and trends are controlled by media contributors and online influencers such as bloggers, reviewers and digital creators. Therefore marketing messaging is formed based on a two-way communication. Marketers no longer can develop their message and HAMMER it into the audiences' mind. Marketing messages should be developed like MAGNET and attract the audience. http://armanarami.com/2009/12/01/marketers-are-no-longer-in-charge/
+1
I like Carol's answer about "listening". Because now more than ever we need to think about how this is adding value and benefiting our customers. If we fail here (and it starts with listening) then our customers will vote with their clicks.
0
Thanks, Parker. Listening is something most companies do poorly. That's why there are so many failed products and companies laying on the side of the road. The whole concept of 'market MESSAGE' implies that someone controls the presentation and delivery of content for a consumer, whether that's a B2B or B2C 'consumer.' Web 1.0 started and Web 2.0 advanced the ability of consumers to poke holes in the 'messages' that were targeted to them. But companies still don;t get it. So, they've gotten involved in using Web 2.0 -- but did it thinking they could control their message in a new channel. READ MY LIPS: Web 2.0 is not a new channel. It's not a place where you post your message and hope everyone accepts it...without poking a stick at it to see if it squirms. Look at what is happening with the whole Tiger Woods imbroglio. Having a blog hasn't helped him, now has it?
0
Great discussion!
Is it possible that customers will begin to define your brand and companies will develop marketing messages that attempt to follow the online brand created by customers instead of trying to define the brand?
0
Marketing messages are easier to define & create than ever before. Why? The best messages resonate to your customer's core. They reflect exactly what they want and need. With social media and Web 2.0, we have a faster and wider window into those wants/needs than ever before.
Even better, those same customers will take your "first draft" and make it better. If you listen carefully, and take their feedback to heart, you can mirror that message right back in your own sales & marketing materials to create even greater impact, response and performance for your business.
0
Marketers need to be up-front and honest about the "promise" they are selling. It is no longer possible to get people to use your products and services based solely on the fact that they are the incumbent or have significant marketing dollars unless they can uphold their brand promise.
Marketing messages must also reflect what social media is sayong about your brand. If your messaging is out of sync with the social world is saying, you will be seen as a fraud and your days will be numbered. You need to EARN their hearts and minds then they will help craft your marketing message.
Share on the web