Blogger Valeria Maltoni attended BRITE - Marketing Unplugged yesterday and wrote a pretty good post about it - it happened at Colombia University. I was reading Valeria's Twitter Feed as she was live tweeting the event but the post she wrote was much more detailed and immediately this jumped out at me - that customers are "pushing back".
Basically, since conversation is two ways - the other side, the consumer is becoming more empowered and vocal:
"...Under the deluge of marketing messages, consumers have learned to push back -- they are turning to each other and third party information on the Internet for advice and referrals. The old ways of intercept, inhibit and isolate do not work anymore. These three “i”s, as John Hagel calls them, do not work. Instead, he says, you need to focus on ways to attract, assist and affiliate. In other words, you need to put the customer at the center."
Lets not forget the reason why consumers speak back more is because they can - via social media; Twitter, for example, is one way.
But lets face, marketing is growing up now - since it's a conversation - the question should be ..."what type of conversation do want to have"?
The conversation is going happen anyway, regardless of weather you participate in it or not.
The other things Valeria talks about are really kinda typical - they happen for Web Analytics too:
- Budgets constraints
- Time vs urgency -- results are expected immediately
- Balancing the long term growth with the short term gain
- Being willing to invest in small things
- Company culture when it comes time to implement
- Comfort level with old habits
- Fear of failure
- Lack of financial fluency
- Ability of the marketing department to communicate
Nothing is new here except the ability to have two way conversation about it in real time with your customers.
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