Jan 06, 2012
Delicate Dialogue
I just have to get this off my chest.
Terry O’Reilly’s new CBC show, Under the Influence, is tagged as the delicate dialogue between the customer and the company. It’s very fashionable. In the age of social media, consumers can, without a question, influence products.
But let’s remember the power of marketing to influence.
Steve Jobs used this mantra: “How does the consumer know what they want unless we tell them?”
Today’s marketers must walk the delicate balance of dialogue and decision. Even in today’s social media biased environment, the spreadsheet tells the story. Romney, who placed almost last in social media dialogue, won the Iowa primary. While a lot of people showed their support through quick and easy social media apps — the people who got in their car, drove to the polling station and actually voted made the decision. A surprising one if pollsters were counting on a parallel between social media and actions.
Today’s creative marketer must integrate the learning, listening to the dialogue and believing the spreadsheets. In the end, we need to sell our product or service.
With the naked simplicity of advertising
we are committed to tell the truth
to people who need to know
in places they frequent
in ways that meet the client's goals.
