ARE YOU TALKING WITH THEM OR AT THEM?
How companies communicate with their audience is a key factor for successful marketing in today’s information abundant and technologically savvy society. The days of in your face’ marketing tactics, such as radio spots aggressively shoving so-called deals down our throats, are quickly losing their appeal! Today’s audience are not only heavily informed, they essentially dictate how and when they want to be communicated with.
We are in an era of conspicuous consumption, where buyers spend time carefully researching products and gaining insight on other people’s experiences before making any decisions. Because first hand experiences with a company’s product or service are passed around so readily via social media and other online platforms, audience members no longer need to wait for or be interrupted by one-sided messages.
How do we as marketers get around this? The first and most important step is to get directly involved with your audience- ask questions, create a platform for dialogue, and develop a willingness to really listen! Rather than force feeding your message, ask your customers for honest feedback and pay attention to the results. Address the bad with the good, communicate your willingness to improve when negative feedback arises, and treat your audience with the respect and intelligence they deserve. Let’s build trust and offer information about our products and services when and where it’s appropriate. Let’s use these new media tools and communicate with, not at.
-image [mckinnondunford]
