The search engine changes mean that 2010 will be the year when brands can run but they cannot hide. Gone are the days when marketers could carefully craft messaging and then broadcast that message in a few channels to huge portions of their audiences. Oh, you can still spend money that way if you want to but in our transparent world, no marketing budget can possibly overcome the actual experience consumers have (and share with friends, followers and Google) with the product, service, or organization. It no longer matters what you say; in 2010, your brand will be more defined by what you do and who you are!
Of course, if marketing burns to the ground in 2010, a new and more powerful marketing will rise from the ashes. The role of the new marketer:
- Won’t be simply to focus on outbound messaging but to consult with sales, customer service, and human resources on how the brand must be communicated in every consumer interaction, every tweet, and every touchpoint,
- Won’t be merely to imagine creative messages but to fashion programs that are seamless with the actual product and service experience,
- Won’t be to plan bursts of communication on a yearlong calendar but to respond to and be part of the ever-changing dialog with consumers,
- Won’t be to count friends, page visits, eyeballs, readers, or viewers but to measure changes in consumer attitude and intent,
- Won’t be merely to talk at consumers but to listen and engage one to one,
- Won’t be to build campaigns but relationships,
- Won’t be to create impressions but experiences, and
- Won’t be buy media but to earn it.
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