Losing control over the conversation
In the past couple of years, all of marketing has been turned on its head. Marketing organizations, public relations, advertising agencies, and any business that's happily controlled their messaging has lost control. The marketing conversation is now in the hands of consumers turning to trusted networks of friends, family, and even complete strangers who have built up reputations, often online.
Here's how you do it:
Don't rely on traditional marketing communications
- Traditional methods of marketing communications, like press releases,
are no longer relevant. Journalists used to have to rely on these
devices to know about or launch a story. Today, online influencers,
who are not necessarily journalists, are not moved by press releases.
They're interested in conversations. Communications must be conversational.
Shift from messages to content-based communications - Singular messaging especially for "considered purchases" is not enough to make a sale. The desire to get everyone to stay on message, and shoot more to get stories. Stories are more impactful.
