In attempt to better communicate how marketers should engage with consumers (or rather prosumers) online, I created a marketing model to sum up the key steps a marketer needs to consider to become part of the consumer’s consideration set and to aid them in their purchase journey. The model describes how consumer’s move from affinity with a brand to conversation, participation and engagement, and the pivotal role the community and WOM now plays in these interactions.
Posts Tagged ‘Social listening’
The new consumer journey and the role of marketing
Posted: November 7, 2009 in Social marketing, UncategorizedTags: Advocacy, brand, Brand affinity, Brand detractors, Buyology, BzzAgents, Community marketing, Consumer journey, Consumer loyalty, Content, Conversational marketing, Disruption, Influencers, Martin Lindstrom, New marketing, Search optimization, Social listening, Social networking, User experience, User participation, WOM
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What’s the big hype about Conversational and Community Marketing?
Posted: October 22, 2009 in Social marketing, UncategorizedTags: Apple, Community marketing, Conversational marketing, Lexus, McDonald's, New marketing, Nokia, Online advertising, Prosumer, Redfin, Saab, Social listening, Social networking
Like the latest fad in fashion, Conversational and Community Marketing is all the rage in marketing today. So what’s so special about it? Do you really need to be bothered, or can you happily go about your business and ignore it?
None of us can escape the fact that the Internet has changed many things for businesses. In my earlier post, I talked about the growing importance for total transparency in everything from a company’s behavior to their pricing and profit margins. Guiding this need is the every growing Internet population of ‘Prosumers’, or rather ‘empowered shoppers.’
Read more about how to use conversational and community marketing to motivate your growing base of prosumers.
