Archive for 25 July, 2011

What are you listening to?


The current situation of the market has completely changed, as the digital world has taken over and the model of communication we used to use is not sufficient anymore.

The global crisis, the availability of information on the net, witty consumers and the lack of trust in the corporate messages make companies adopt ultra-competitive behaviour.

Now, more than ever, companies need to focus on their client relation philosophy, to overcome the traditional approach based on unidirectional advertising.

The answer is a new competitive outlook that requires compiling as much information as possible from clients, in order to give the right value to our products that respond to their specific needs.

The use of the web has revolutionized the way people interact, as internet enhances both the ability to gather knowledge and also the user experience.

Strategies in “Communication 2.0” are addressed at people, in order to share and arouse passion about services and products.

Reaching our target depends on how we handle the following concepts:

  • Content: Brands must (i) create and make the content highly accessible, and (ii) show commitment to their customers, as that is the core of the strategy that strengthens the sense of belonging.
  • Conversation: the content is not enough in itself as it needs to generate interaction.
  • Being contagious: the content and the conversation must be viral, a quality that can only be given by users themselves from the intensity and character of the conversations held.

The first step to be taken to become part of this new model of marketing and communication is to listen to our audience. Then, work on giving them what they expect from you, as they are the ones that will use the information of your brand, comparing, talking to other people and commenting on it.

New consumer profiles have been born and companies cannot completely control the “blurb” created by the internet users.

This is the result of an intelligent online society!

Related reading

“The long tail economy” by Chris Anderson
  “Wikinomics” by Don Tapscott, Anthony D.Williams
“The Cluetrain Manifesto” by Rick Levine, Christopher Locke, Doc Searls and David Weinberger.