The days of pushing ads, pulling consumers to websites or chasing consumers to assorted Social Networks are over. It’s time to collaborate with consumers to make goods and services better and more relevant.
Contributor Ambal Balakrishnan interviewed Rick Liebling, Global Director of Client Management at marketing communications agency Taylor and blogger at Eyecube about his marketing trends and predictions for this year.
It’s time to look at Consumer ROI
After many false dawns, we’ll finally see mobile explode. Google’s Android, Apple’s iPhone and the Palm Pré, along with clever apps and new developments like Augmented Reality have the consumer primed.
We’ll also see new developments in the area of measurement.
Social Media has changed the game, putting power in the hands of the consumer, yet measurement is still focused on the brand.
It’s time to look at Consumer ROI. What value are brands providing in exchange for all the effort consumers are putting in to engaging with brands via blogs, Twitter and even offline activities like store visits and Customer Service interactions.
Brands need to be more open and responsive
The days of pushing ads, pulling consumers to websites or chasing consumers to assorted Social Networks are over. It’s time to collaborate with consumers to make goods and services better and more relevant.
Brands need to be more open, agile and responsive.
Don’t worry about trying to grab as many Twitter followers as you can, focus on creating meaningful relationships with consumers truly committed to your brand. Create a real value proposition and give those consumers the tools to bring others along.
Ambal Balakrishnan is the co-founder of US-based ClickDocuments. Ambal’s book “Content Marketing Tweet: 140 Bite-sized Ideas to Create
and Market Compelling Content” will be published in Spring 2010.Ambal is specialized in content marketing, social media marketing,
B2B marketing and much more. You can connect with Ambal on Twitter here.
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