Archive for the ‘Relationship Marketing’ Category

Interactions

June 7, 2007

I apologize for not posting any sooner than this, but I’ve been bombarded with work, had the “Lizard Flu,” and could not get into my WordPress account for about the last two weeks, because it wouldn’t recognize my information. The “Lizard Flu” is where you feel so bad you just want to hide under a rock. I’m feeling much better now, thank you, and I hope to be adding to this blog on a more regular basis.

So I’m back with something to share. I’m reading a great book by Seth Godin, entitled “Small is the New Big,” and I came across this passage that I would like to share.

Under the heading of Functionality, Godin says “On Amazon, you can now search the contents of books, not just the titles. This innovation cost the company millions of dollars and years of effort. Why bother? Because functionality is the new marketing.

How did Amazon get so big and so profitable, and so important? Not by interrupting people who didn’t want to be interrupted. By interacting with people. Interactions are a million times more powerful than interruptions.”

Giving people what they need to make decisions, rather than hype, or marketing slogans is empowering and builds value, which leads to sales. We need to learn to interact with potential customers or clients, just like we would in any important relationship, not just spout what is handy at the moment. Empty slogans mean nothing to consumers, valuable content means an informed consumer, with a building confidence in your product or service.

Social Media provides a part of the answer to providing functionality and interaction to a companies marketing effort, but as Seth Godin points out it should go much deeper and broader in the enterprise than that.

That’s all for now. Thanks for the read this week!

Power to the people…Social Media

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Relationship Marketing the New Old

March 14, 2007

I just recently reread “Relationship Marketing” written by Regis McKenna, published back in 1990, and found it to be very in touch with today, for such an old book. In these fast-changing times, it’s absolutely ancient. However it still speaks with a strong voice that resonates within the Social Media context. Social Media is an extension of the early concepts of Relationship Marketing.

If Relationship Marketing is the starting point for a dynamic change in the way marketing is done, then Social Media is the vehicle or medium to transport us to Relationship Marketing’s potential.

Back in 1990 Regis McKenna said, “We are witnessing the obsolescence of advertising. In the old model of marketing, it made sense as part of the whole formula: you sell mass produced goods to a mass market through mass media. Marketing’s job was to use advertising to deliver a message to the consumer in a one-way communication.”

He goes on to say “In a time of exploding choice and unpredictable change, marketing-the “new” marketing-is the answer. And that means marketing that finds a way to integrate the customer into the company, to create and sustain a relationship between the company and the customer.”

Relationship Marketing has been searching for the tools to integrate the customer into the company, and to create the lasting relationship to which Regis refers. Social Media offers the two-way communication needed to begin this shift away from a restrictive, cold impersonal, one-sided message, to a mutual conversation, that benefits both the company and the consumer.

Regis McKenna has a new book out titled “Total Access”, published by Harvard Business School Press, or check him out at regis.com.

I just started reading Seth Godin’s book, “Small Is The New Big”, so I’ll comment on that book as I read it. So far it’s great. Interesting ideas and information mixed with humor and insight.

I also wanted to mention a very good PR and New Media blog that I just recently came across, written by Kami Huyse
http://overtonecomm.blogspot.com/

Until next time…thanks for the read.

Power to the People…Social Media