RE: Social Media Advertising: The ‘Publisher Is The Consumer’ by Joe Marchesse…
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Joe Marchesse just posted a beautifully articulated article about “pull advertising” on social networks - and how it necessitates a paradigm shift for marketers.
I believe that he has touched upon a crucial concept that us marketers (yeah, me too. I’m stuck in a company that is thinking 2001) need to understand, and merely applied it to the social media world. With the start of search, the consumer (you and me) are being taught to expect information that is useful to us.
While this is scary to the marketers, it creates huge potential to the savvy marketer. We could call it “pull advertising” or we could call it “relationship marketing”, or whatever we want to call it.
The underlying principle is clear though; the days where we could pretend our brand is one thing - and really it is another are over. In my previous article, “What do Personal Branding, Corporate Responsibility and successful businesses have to do with each other??” I claimed that the definition of a brand is how people percieve you. In the days before rapid communication - it was possible to hide people’s negative experiences from the general population, now however, that is almost impossible. Yeah, go ahead and spend a couple of grand a month. But there is a better way… and all the “Web 2.0 ” companies know it…
You engage the customer. You create the brand based on what they actually want the brand to be. You take the feedback from customers seriously - and remain open minded.
Think you can convince your CEO? Because I sure can’t!
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