The New Face of Marketing (Meet Major Nelson)
The digital audience seldom falls for slick marketing ploys. We can’t be told or fooled into doing something. Companies have to gain our respect the hard way — by earning it. Leading brands that understand the shift are focusing on the full customer experience to move widgets, and know marketing and operations are two sides of the same coin. In three words: authenticity now matters.
So, what exactly is marketing’s role these days? Plenty is the short answer, but it requires old-school marketeers to pull a Yoda (i.e. relearn what you’ve learned). Make sure you know exactly what your key segments want, and insist marketing co-write product requirements. Be the first know customer service issues, and communicate how long it will take to fix them. And absolutely, use social media to join the conversation — two-way communication for the uninitiated. The easiest way to get started is to help your audience.
Take a look at what the Xbox 360 brand is doing with @majornelson (Larry). They help gamers game. Using a blog and now Twitter to talk with 360 gamers on a daily basis, an authentic bond has formed. Larry Hryb continually gives his readers the best insider tips and free codes, keeps gamers informed of the latest on the 360 platform and addresses service issues (warts and all) head-on. His following has grown so large, Major Nelson has become a de-facto communication channel for the hardcore 360 audience. Impressive as it is real.
The point is we no longer need smoke and mirrors. You simply have to prove you care for and are willing to help your customers. (Who’da thunk it?) Millions spent on brand building, and all we really wanted was for you to be human.
Turning advice into action:
- Learn the ins and outs of social media like the back of your hand
- Drag your brand from the ivory tower — be naked and real
- Daily communication builds digital and social credibility
- Helping your audience increases sales, satisfaction and loyalty
- Keep the conversation going, as the value far outweighs the cost
Marketing teams need not fret. The ‘ad-age ‘ is over, but the age of communications has just begun. And you’re suppose to be the Jedi. So, start talking…
Tags: brand, conversation, marketing, social media, Twitter
