As a sales and marketing professional with over 20 years experience (35 product launches including 3 iPhone apps and one social networking/video streaming community) I am energized to see the big push to engage with the customer by brands. No longer is the conversation one-sided. Well, that’s true for some and not so true for others, but the intent is there.
When I started doing sales / marketing in my early 20’s I read a lot of books, took lots of courses and then applied them to practical experiences – i.e. my job, emerging technologies and so on. I have always focused on the WIIFM process as a key “best” practice, of course, there are many acronyms that people use for many different methodologies, but what it comes down to as a consumer (B2B or B2C) – “What’s in it for ME?”
Today’s marketer has seen a rise in the effectiveness of using Web 2.0 Tools by up to 52% as shown in this graphic from a recent McKinsey Survey.
Then there are the objectives that marketers are seeking to gain from using Social Marketing / Web 2.0 Tools:
The biggest issue that I am seeing with the push to include Social Marketing / Web 2.0 is that brands are launching the use of these tools without building it into an overall plan. This is not just getting a Facebook page or a Twitter account or having a blogger review your product. There is no cookie cutter process – it’s finding the right voice for your brand and resonating that voice with your target audience to have an engaging conversation. “What’s in it for me???”
If you haven’t already registered and want to get some practical information on how to optimize finding your audience and engaging with them please register now and come join me tomorrow for my workshop. You’ll get some great insight into building your marketing program to take advantage of Mobile, Social Marketing, Video and more. (My version of Web 3.0…)