Post-Consumerist America Experiences Growing Pains In Push To Pull Market
Thefuture of marketing is here. The shift from push to pull marketing is creating both challenges and opportunities to engage consumers in new ways—and to develop profitable relationships with them.
Consumers are in control. And this trend is only going to continue as they spend more time online. They’re getting hands-on with brands: creating videos , watching what others have made, sharing photo sets, joining social networks, subscribing to (and delivering) RSS feeds, and taking their media with them in their mobile players. They’re also personalizing the way they shop, interact, watch, listen, communicate and buy.
The bottom-line is that organizations no longer have the tight control over their message as they once did, but they have new opportunities to build long-term customer engagement. In my previous role at Coca-Cola Company, where I led the Worldwide Interactive Marketing Organization, I was a part of this shift every day. When we launched the new Coca-Cola brand site in July 2006, it differentiated Coca-Cola from traditional company sites because it consisted primarily of user-generated content. And we used marketing analytics to make sure we were hitting our business objectives.
Advertising in Web 2.0 technologies and user-generated content can be an effective way to make lasting consumer connections. What do we mean by Web 2.0? Streaming media, mobile media, podcasts, Rich Internet Applications (RIA), and syndication technologies like Really Simple Syndication (RSS). And consumer-generated content can take a variety of forms: video, photos, comment boards, product reviews, and more.
All of these have the potential to hook your audience—and to keep them coming back. But in order to make sure your marketing strategies are really turning occasional visitors into long-time customers—and hopefully, brand evangelists—you need to move beyond a tactical view of campaign performance and attain true customer-centric insight.
Companies like Microsoft, Kimberly-Clark, Orbitz, Kettle Foods, and many others are using marketing analytics to understand the effectiveness of Web 2.0 campaigns and to better connect with their consumers. And there’s never been a better opportunity to form lasting connections with consumers, breaking through the clutter, reaching them when and where they want to be reached, on their terms, and in relevant, targeted ways.
No Tags
Article Sponsor
More Features
-
Loading ...
Latest News
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
- Facebook Files for IPO, Seeks $5 Billion February 1st 2012 ADOTAS – Well, it finally happened: Facebook filed with the [...] more »
- ToneMedia Targets Customers Based on Music Tastes February 1st 2012 ADOTAS – Today ToneMedia launched its new ad platform, which [...] more »
- Forrester Releases Wave Report on Cross Channel Campaign Management Tools February 1st 2012 ADOTAS – Late yesterday, Forrester Research released its new Wave [...] more »
Features
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012
- Video: Social Media Monitoring Comes to “The Future of Engagement” February 3rd 2012
- Facebook’s Timeline: Meant for Brands All Along? February 3rd 2012
- Taking Social Media Analytics to Fashion Week February 3rd 2012
- Going Beyond Click-Throughs to Rope In Consumers: A White Paper Excerpt February 3rd 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
- Site Producer
Recent Comments
- Google’s “Good to Know” May Not Be Good for Me | Money Maker Machine: [...] Permalink [...]
- Jennifer Peterson: I love how your newsletter expands my thoughts. I can always count on your articles
- Google’s “Good to Know” May Not Be Good for Me | Connecticut News | Connecticut Breaking News Headlines | News Directory: [...] Permalink [...]
- Technology: 8 Reasons Why Social Media is Essential for Your Business « Mom it Forward: [...] their social media efforts, there are some real returns that companies report. According to
