Conversational Media A new marketing service by David Burn Editor, AdPulp 2/22/06
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Conversational MediaA new marketing service
by David BurnEditor, AdPulp
2/22/06
A little definition
Conversational Media is a community-driven connection engine.
What it means for brands
For brands, Conversational Media is the first chapter in a new book about customer empowerment.
It’s Biblical
Everyone in marketing communications will be reading this book from now on.
All marketing is relationship marketing
Brands are inanimate. Yet, we relate to them or reject them, as if they were people.
It’s 2006, not 1956
A healthy “relationship” is a two-way street with everyday give-and-take and a genuine willingness to listen.
Got ears?
Are you willing to listen? Are the brand managers you work with willing to listen? How about the CEO? Is she?
Two-way streets
Have you ever noticed when you fail to listen, in turn, very few are willing to listen to you? In a nutshell, this is what’s wrong with marketing today--no one’s listening.
Welcome to the revolution
Conversational Media is the new paradigm. Resistance is futile.
Put 10% down
By dedicating sufficient resources to Conversational Media, you help ensure your firm’s future viability.
Ready for activation
First movers in Conversational Media will enjoy significant competitive advantages over Jonnie-come-latelies.
Open your new toolbox
Conversational Media tools like blogs, wikis, forums, podcasts and internet radio can all be used to help humanize the brand voice.
Forever engaged
Even traditional media like TV and print must now bend to interactivity. How can customers engage with the campaign? That is the question.
Speak the language
Conversational Media is not for everyone, nor is it right for every brand. To do it right, a firm needs to embrace transparency and honesty.
Special opps
Areas like sponsorship, event marketing and promotions can be greatly improved via the use of Conversational Media.
Real time tracking
Promotions and event marketing campaigns are timed affairs, lending themselves to real time tracking by a blog or podcast.
The inside view
Sweeps suffer from believability. Add transparency in the form of daily reports, and all of a sudden a sweeps looks much different.
Give ‘em something to talk about
Stop thinking like an advertiser. Start thinking like a media company.
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