‘Tit for Tat’


We live in such a tangible world of consumerism, corporate economy, sales, ROI…. And now we re-defined where real ‘value’ comes from thanks to digital.

The age of quick call to action, instant sales, quick ROI and ‘interruption’ is truly over. Companies can’t expect everything to go their way anymore, because consumer has the power. They listen to you if only they want to and if you got something they want to hear/know about. Nowadays ‘tit for tat’ is a destructive brand attitude. ROI goes around big circles before you see the figures rise up. Yes, it goes through consumers, then consumer-to-consumer, engagement and then you get what you wanted – a loving customer base. But don’t you think for a second, once you get them you can quit. No, the real work starts then. You have to keep up what you started, the lies and one-offs are truly over. You have to look after your consumer like he is your pet. Now once you get them, you have to keep engaging them, because to be honest a couple of clicks away there might be something else that will raise their interest.

And in the current climate, what channels do we have to make this happen? Endless. Truly Endless. From transmedia, to gaming to phones, your brand can be anywhere to spark a real conversation with your potential customers in real-time. The most important thing is not how many of these available conversational-channels you have got, but do you have anything interesting to say? Do you have a content that is relevant? Can you respond to the ‘unearned environment’ (bloggers, twitterers…) if they sparked up negativity? And are you really listening? Do you truly know what your customers are doing in the ‘digital’ world? Is this new channel something that will benefit your customer or is it just an add-on to your current marketing activities?…..

It is truly inspiring to have endless opportunities to really connect brands with consumers, in such a real way that was never possible before. Now, we don’t pay for media to speak to our consumers. We create content custom-made for them.

Burger King, ASOS, Nike, Ford, VW, Starbucks, AIDS, Breast Cancer, Lynx are only a few brands that are perfect examples of this media-neutral marketing.

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~ by nessahinkaya on January 29, 2010.

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