I was looking for client commericals on YouTube today and stumbled across this bit of food for thought. It cleverly addresses the fundamental communication problems with advertisers and consumers and the unpleasant aftermath that can result.
The days of advertising are behind us. Not that we should abandon our glossy ads, slick television spots and fun radio promotions. It's just that advertising is a one-way conversation. These efforts should be part of an overall marketing plan that helps us develop two-way communication with our audience.
Today's audiences need to be engaged and feel like they have an advocate. We have to reach them on their terms, where they spend their time. But it's not enough just to be there.
We have to relate to them, understand them and offer them something relevant, whether it's content, goods, or services.
Most importantly, we have to have a dialogue with them--make it easy for them to contact us and leave feedback. (Don't fear bad feedback. That's what really helps us grow into the business our audience wants us to be.) And then we need to address each comment, complaint and request. That's the only way we'll create brand ambassadors who are happy to sing our praises.
