The Marketing Conversation Continues

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The Marketing Conversation Continues

My recent posts on music marketing through conversations with listeners brought back to mind a couple blog posts I read in the spring of 2007 on Conversational Marketing. I was working on a Web 2.0 Awareness Survey and Resource Guide we published in 2007 and started reading John Battelle’s Searchblog, one of my must-reads.In Conversational Marketing: PGM v. CM, Part 3, Mr. Battelle outlines his thoughts on how to make conversational media pay. (I like the term “conversational media”— just as I like “social media”—as a way to denote the personal, the interactive, and the publishing aspects of web-based marketing communications.) Mr. Battelle’s conclusion to a long and extremely worthwhile post is still fresh as marketers, brands, companies, authors—all organizations profit and nonprofit, impersonal and personal—seek to extend their engagement with their customers and constituencies:”Marketers are realizing that while it’s fine to advertise in traditional ways (Hey! This movie is about to open! Hey! Check out the cool new car/product, etc.), it’s now an option to begin a dialog with the folks who you hope are noticing your ads. In fact, it might even be a great experience for all involved. Brands might hear criticisms that are valid, and have the chance, through conversations with customers, to address those critiques. Customers have the chance to give their input on new versions of products, ask questions, learn more—in other words, have a dialog. “And in the end, isn’t having a dialog with your customers what business, and brands, are supposed to be about?”Read Conversational Marketing.View a list of conversational marketing articles. -Collin