10.09
It struck me recently that marriage and marketing have at least one thing in common: both of them work best when they have open and honest communications. Read the rest of this entry
Pre-Internet, marketing communcations was mainly one-way. Companies pushed their messages out to customers through their sales force, through the mail and through ads in trade media. To stay informed (as their job required) business buyers had no choice but to answer all sales calls and wait for their favorite business publications to hit the stands. There was no other way.
The Internet has changed all that. Now 2-way communication is possible. Companies can use blogs, podcasts, video testimonials, business network communities and interactive portals to communicate their value proposition and build customer relationships. But many of our clients don’t realize that this type of open and ongoing communcation is not only possible, but expected by customers. Customers are using these tools in their personal life, and want the same opportunities and convenience in their business life.
A recent New York Times article on online marketing put it well, “You want to have an active and ongoing oinline discussion with your customers…You want to make them feel they have a direct channel to your company.”
Just like marriage, marketing can develop customer loyalty and love – if only it commits to hard work, listening more than talking, and open and honest communications.
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About the author:
Chris Henneghan is one of Schubert’s longest-standing employees, starting with the agency in 1987. She now serves as the Social Media & Public Relations and Client Services Director. Chris is a Notre Dame grad and enjoys tennis, golf, hiking, and reading.
Follow Chris on Twitter: @chrishenneghan
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