Let me get this right on the table. Neither technology nor hype demands the change of marketing. Rather it is the behavior of human beings usage of new technologies that demand marketers adapt.
Brand reputation always sat in the hands of the target audience. But now the way people use social channels to compliment or reject brands creates an exponential power for people to influence brand reputation. This is the main reason why marketing must change due to social media behavior. When brands falter, the nature of people is to call foul. And now the technology of social media creates a platform for greater consumer power. This is the case independent of a brand’s participation or lack there of on social channels. Many brands are afraid to open up a social channel in fear of what their customers might say. But anyone can post derogatory statements on Twitter, forum, review sites, and any other platform. And the use of these other channels is likely to have a more positive or detrimental effect on the brand anyway.
Earlier this week I tweeted “Social media means people see the difference between what you (brands) say and do.” Think about it for a minute. People now can (and do) call out brands in a highly social forum when they step out of line.
And this brings up a very important point. Honesty, not transparency, is a new marketing demand due to social media behavior. Too many people mistake the importance of brand transparency when they really mean brand honesty. Marketing is really about demonstrating a great value and overall user experience of your product/service. Nothing in the world is perfect. In fact, some companies may avoid perfection on purpose because the result would drive pricing up too much while the product at hand is quite sufficient and valuable for the market they serve. Transparency would mean a requirement to openly show all the warts of your business. This is not necessary. But honesty is. Be careful of stretching product claims via advertorial “poetic justice.” It is an invitation for revolt of social channels.
And there is one other thing about social media behavior you should consider. People want to share positive experiences with their friends, family, and colleagues. They express these experiences on their social space. This means that brands should go beyond the marketing of their product/service and give their target audience a reason to love them. There are many tactics that brands can use to accomplish this love. Social cause. Producer of valued added content. And many other tactics beyond product/service value that give your audience a reason to love your brand and share it.
So if there are two new punctuated rules to successful marketing it is 1) honesty, not transparency; and 2) taking a big step forward and offering reasons beyond product/service value for people to love your brand. These two approaches will truly ignite your audience. The audience will react and initiate your desired actions. This is the new successful marketing mentality.
Make It Happen,