Dialogue-marketing, truth or falsehood?

Source: Internet
Author: User
Keywords Dialogue they or lie become

Remember in 1999, a book called "Watercress" article asserts: "Marketing is dialogue." The theory holds that marketing is a place where people discuss their views face-to-face, and that they discuss the products they buy in the marketing market. The mass media, they pointed out, made the conversation proceed unilaterally. Now, the Internet has a powerful power to open multiple channels for product developers to build a global market, so the marketing market is really a place for dialogue.

This theory makes the marketplace vibrate, "watercress" therefore becomes 2000 the 10 big business books, also becomes the new century Carol. All CEOs say they are not marketing, but are talking to consumers, providing http://www.aliyun.com/zixun/aggregation/34499.html "> custom services, and feedback users ' needs through the web.

Over time, the idea became the criterion of online marketers. When social media emerges, the idea of a marketing conversation evolves into a brand-dialogue.

Is branding a conversation? This question is worth considering, but many bloggers may tell you that not everyone agrees with the idea. They focus on how feedback and social media channels feedback users to choose from, if you see the vast majority of business behavior, and they are free to blogs, reviewers and users to contribute content. In fact, the disclosure is relatively one-sided, and as they reach consensus, blogs, Twitter, and social network operators can talk. The consequence of the misuse of this theory by marketers is that a conversation based on many factors becomes the lesson of a brand manager. A dialogue based on mutual respect. It is based on quality and equal participation based on credibility. If a series of rules were drawn up before our dialogue, we would quickly change our view of the upcoming dialogue. A conversation that involves giving up is not a real conversation.

Once you step outside the official brand, the consumer will talk to you. They will discuss all the contents of the brand. I do a lot of quality marketing, and I also point out that clients are upset about really participating in social media. "What is your brand?" "It is debatable whether all brands have conversations with customers. Due to lack of openness or access, they comment behind you. You can't stop it, no matter how much you've done with the management brand, you can't fully control it.

What are you going to do? You can take the practice of many big music companies, dismiss legal teams, and crack down on conversations with your brand. Perhaps you support these dialogues and devise ways to participate.

We witnessed this in Obama's online and offline campaigns. This is the first time that people have really been involved in building a brand, not just sitting on the sidelines of an election campaign.

In Obama's campaign, there is a difference: sustained and successful donations from supporters. Why? The Obama campaign says people are involved in the campaign because they are asking people to donate money. You become a donor and you have some power.

The Obama campaign has incorporated a number of donation activities that they understand as a two-way conversation. They are not necessarily equal to the people who talk, but they are open, honest, and respectful of each other. In this way, it becomes a real dialogue. Now, are you ready to talk to the customer?

(Original starting on November 10, 2008; Compiling: Song XI)

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