Insights on Marketing & Technology

The power of audience trumps the power of your marketing

It is a reality all brands and marketers must come to. Who has stronger influence on the awareness, consideration, purchase, and loyalty of your brand? You the marketer or others telling friends, family, and colleagues about the positives and negatives of your product or service? It is time to stop drinking your own Kool-Aid and recognize that the greatest power of brand conversion lies in the hands of the audience you target. The power comes from them advocating on your behalf.

  • By: Steve Goldner
  • Published: 17-09-2015

More than ever, the entire user experience shapes the value and “goodness” (or lack there of) of your brand as perceived by the audience you wish to capture. All the elements of a user experience (corporate positioning, product positioning, product/service value, sales process, brand engagement, and customer support and service) must be integrated and orchestrated.

The next contributing factor to the power of your audience is their (not your) use of digital and social platforms. People talk about brands without being prompted by the brand to do so. This sharing and word of mouth marketing is usually instigated by user experience – either a positive one or a negative one.

All of this change in customer behavior does not mean that marketing is any less important than the days prior to the Internet, digital technologies, and smart mobile devices. It just means that marketers need to form strategies and plans differently. First off, the responsibilities of the CMO (Chief Marketing Officer) need to expand to that of a Chief Engagement Officer.

Second, marketers need to have strong empathy and complete understanding of their audiences’ needs, wants, desires, motivations, and turn offs. Social media monitoring tools enable much greater listening to individuals, but most companies use...

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Steve Goldner

Steve is currently the Chief Engagement Officer at Social Steve Consulting. He has recently consulted for iCrossing, LG, Adobe, Salon Grafix, and Savor.co providing digital and social marketing strategies and plans. Steve brings 20 years of marketing leadership and management to his role having served in brand marketing, product marketing and management and marketing communications positions.

This post originally appeared on Socialsteve.com

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