Marketing is Social

I was reading through a slide presentation posted by Stowe Boyd that he presented recently on social media . Although I didn't see/hear the actual presentation, one of the slides in the deck really jumped out at me, and I thought it would be worth posting here as we rethink the way business works in the new economy.
In essence, make marketing a social experience with your customers to build better, stronger relationships instead of focusing on how to sell them more of your product offering through gimics. In todays economy consumers have more choice than ever before. This choice coupled with decreased brand loyalty and ever faster comoditization will drive companies to become better listeners. Treating customers like partners through authentic interactions will create lasting relationships and company longevity.

From Brand to Lovemark

This concept has been around for some time, but I just found it, so I am sure that their are others out there like me. It is called Lovemarks and is what Kevin Roberts considered what happens beyond the brand.

•Lovemarks are built on Love and Respect.
•Lovemarks inspire Loyalty Beyond Reason.
•Lovemarks are owned by the people who love them, not by companies.
•Lovemarks aren’t just Irreplaceable. They are irresistible.
•Lovemarks can be everything that people care deeply about.
•Inspirational Consumers decide what’s a Lovemark

In the new economy as more people are taking control of content, and media the concept of lovemarks is something for every business to think about. As stated in Kevin's bullets above, its not something you can just put in the budget for this year, on on next quarters goal list. Its something you have to work at one customer at a time, but think about the payoff.

Don't Be a Player

The new year is a great time for blog reading. Everyone is back from needed time off fresh with new thoughts and ideas. Here is a great analogy about how companies/brands often treat their customers by Alain Thys. He uses the analogy of a one night stand, or in this case a 'one night brand. where the company appears to be intersted...

"They advertise, promote, seduce and sell to get us to trust and believe them. And once we have fallen for their charms, we get a box with product and a customer service number which doesn't really want to answer our calls."

Companies often act like 'players' to their customers, often without even knowing it. Just remember players either eventually grow up, or then end up old fat and single still trying to play the same old tricks, but getting nowhere. Talk AND act like the kind of company your customer will want to have a relationship with.