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Learn MorePardon the Interruption?
As a professional marketer and copywriter in a Web 2.0 world, I’ve noted with growing wonder my impatience with the interruptions of advertising messages. I mean, shouldn’t I adore being the lucky recipient of thousands of advertising messages a day? (Ugh. I really don’t.)
I have a feeling I’m not alone in this sea of irony. See if you can relate:
- I was over the moon when we finagled a free DVR from our satellite TV provider — and now I gleefully fast-forward through the commercials when I want to watch my favorite shows (I’m admittedly a rabid fan of The Office, 30 Rock and Medium).
- When the Do Not Call list first came into existence, I was an evangelist, spreading the word among my colleagues, friends and family, even signing up my grandparents without internet access.
- I even joined GreenDimes, an organization dedicated to stopping junk mail and saving our natural resources, and gave the gift of their services to several of my loved ones.
What’s up with that? Oh, it’s only the biggest shift in marketing we’ve ever seen.
As one of the participants in Allison Nazarian’s fantastically informative, five-week marketing teleseminar series (featuring 20 experts in a variety of social media-related fields), I listened to Dave Evans, author of Social Media Marketing: An Hour a Day, as he described his own journey into social media-based marketing. He, too, found it ironic that in his personal time he utilized all available tools to deflect advertising messages. He started to wonder, “If we couldn’t interrupt people, how would we reach them?” That, among other events, led to his publication of a white paper on the rise of Web 2.0 technology, and ultimately to his career as a social media consultant.
Evans points out that traditional marketing views consumers’ attention as an unlimited resource. Traditional marketers compete for attention in an ongoing struggle to “break through the clutter” and to control or drive business. Problem is, just how much attention can we pay when we’re inundated with thousands upon thousands of messages (aka interruptions) daily?
With social media-based marketing, on the other hand, we view consumers’ attention as limited even as we realize their choices for information are unlimited. We know that prospects won’t sit through unwelcome interruptions that don’t interest them. Instead, they fast-forward, blog, Digg, write and share product reviews, upload video, bookmark and follow. Or un-foll0w.
So what’s a marketer to do when all the rules are changing?
As Evans says, instead of “driving” prospects into that golden purchase funnel, our tactics must necessarily shift — toward participation in social media, as a peer. Toward listening, and then engaging with potential customers in meaningful, two-way communication. (All in a way that’s completely transparent — Evans emphasizes that you must disclose your true identity as a brand ambassador.) And according to Evans, these new behaviors can actually serve to “amplify” your traditional marketing efforts.
All of which reminds me of what I’ve read in Groundswell: Winning in a World Transformed by Social Technologies (by Charlene Li and Josh Bernoff of Forrester Research). They define the “groundswell,” or the new behavior surrounding Web 2.0, as:
A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
Great food for thought as you execute your promotion plans in 2009. I think this is an extremely exciting time to be in marketing, don’t you? How do you plan to turn your prospects into customers? Better yet, how will you turn your customers into over-the-top evangelists for your brand?
- 5 Comments
- Tags: allison nazarian, dave evans, groundswell, interruptions, participation, social media marketing
The participatory model builds evangelism in all areas, not just marketing. There is no way to motivate someone to hit the road for a cause or product if they are not fully engaged, and cultivating that level of commitment takes time.
It’s great to see that you ran with the question from the other night. It really makes it worth it for me when this happens.
ReplyWhat a great internalization of the topics we covered in Allison’s webinar. Reading your list–skipping ads that didn’t interest me, the do not call list, stopping junk mail…very similar to my experiences and I suspect a whole lot of others. in my case, it’s not that I don’t want ads–I do want to know about new things, and I do want to hear from marketers.
I just don’t want to be interrupted.
For me, and the basis of my book, it’s the non-interruptive nature of social media (I am seeking it out, not being interrupted by it) combined with the (generally) authentic nature of the content that makes it so appealing.
I am glad that you enjoyed the webinar. Thanks too for taking your time to post about it.
ReplyRichard, you’re right — evangelism does take time. It’s funny to me that with the speed and immediacy of social media, we are still building relationships the old-fashioned way (but how refreshing!)… and as you say, this takes time. Dave Evans also reminded us that it’s about more than just marketing — it’s about the product/service you’re selling, and your total experience with it. This, of course, involves an entire organization, and requires that everyone be united in a common goal — from the front lines on the phones or web to the guys in the warehouse (or the copywriter you’ve hired!).
Do you think that this model will make the best companies even better/faster/stronger?
ReplyHello Dave — I’m so glad you took the time to read. Thank you!
I see your point about marketing messages that interrupt vs. those we seek out — and yes, as a consumer I do want to hear from some marketers. But on my own terms, and only when I’m ready to seek information. Maybe as a mother with young children, working from home to build my career, I can only handle so much — so I guess I purposely block out whole chunks, even though I might be missing out on valuable information!
Your teleseminar reminded me of why social media is so appealing to me as a writer. I love to make connections with people through my writing… and I’m finding that I’m kind of good at it. I look forward to following you on Twitter, and will keep up with you on your blog — very glad to have found you as a resource!
ReplyAre we connected or socially disconnected…I personally believe that technology has reduced our social capital—the relationships that bind people together and create a sense of community. Consequences include decreased civility, loss of behavioural boundaries and increased crime. We must find ways to deal with our profound loss of social connectedness.Even though technological advances have contributed significantly to the problem of isolation, the emphasis on individualism in today’s society has compounded it.
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