Stephen of the HDBizBlog uncovered the following.
“Liz shared some discussions she has been having with Doc Searls about
how the shift to a conversation age is also impacting commerce. And
that we are moving back to a direct interaction between product
creators and their customers. And it struck me that this is tied in
with the discussions above.Could it be that the future of “advertising” or “marketing” is to work
with our customers to actually design better products? (As opposed to how to position, market or package them?)”
**
A new collaborative E-book, The Conversation Age, is close to publication. 100 marketing and public relations voices speak of participatory consumerism and (as illustrated in MDAS’ “The Break-Up”) the requirement for companies to listen to and openly engage their customers online.
The following is a clip from my own submission. Instead of focusing on consumer generated marketing, I advocate open engagement for the creative advantage it generates. Opening new product development up to customers provides the end-users with the opportunity to co-create products that they actually desire, and provides companies with a source for swift innovation harnessing the wisdom of the crowd.
“The method for engaging this pool of creative talent will vary by industry, but the most important thing to remember is that it should be done soon. A social media strategy will only be as effective as the rate at which it can convert and build the loyalty and trust of the community. The best method for doing this is to dive into the conversation with a personal voice and vulnerability that invites notice.
Transparency is paramount. As quick as a community will be to welcome a representative that is willing to listen and learn, they are just as apt to sniff out traditional marketing maneuvers and react to the intrusion.
The risk of requesting feedback in an uncontrolled public setting is often the leading inhibitor for companies to join in the discussion. However, the loyalties made now will become the backbone of your future brand image as participatory consumerism and social medias topple traditional models of business-centric customer relations. It is not enough to simply listen.”
