Opinion piece: Falling in Love 2.0: Relationship marketing for the Facebook generation
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Falling in Love 2.0: Relationship marketing for the Facebook generation Danny Meadows-Klue Received: 29 October 2007
Abstract Until now the relationship between brands and consumers has been one way. The rules of marketing had to change, and the web has proved a catalyst in bringing the changes forward and amplifying their scale. The removal of frictions in the spread of information has created a radically different landscape for marketers to work within and this is a key element in understanding how the first generation of internet marketing works. The sudden emergence of the Web 2.0 marketing techniques demand additional approaches, and while most marketers are still wrestling with the first generation, savvy brands are exploring the landscape that social media and social networks create for marketers. These techniques are allowing much deeper drivers in social change to be unleashed, with a profound impact on planning customer connections. The new generation of relationship marketing responds to the additional challenges of digital media literacy, and in the right hands can trigger a rebuild of the entire marketing mix. Relationship marketing for the Facebook generation demands both thinking and acting differently. Journal of Direct, Data and Digital Marketing Practice (2008) 9, 245–250. doi:10.1057/palgrave.dddmp.4350103 Keywords: relationship marketing, marketing paradigms, web, digital, strategy
Danny Meadows-Klue Digital Strategy Consulting Digital Strategy The Digital Hub 19-21 Tavistock St Covent Garden London WC2E 7PA UK Tel: + 44 0 20 7244 9661 E-mail: Danny@ DigitalStrategyConsulting.com Web: www. DigitalStrategyConsulting.com
Introduction The rules of the marketing game have changed. The command and control television era, where big brands were built by heavyweight messaging to the nation every night, is drawing to an end. In its place, a radically new structure is emerging that will dominate marketing, recasting the discipline and demanding a new direction in customer communication. For the brands that can persuade their customers to fall in love and join in conversation, the pickings will be rich. For those that fail, no amount of marriage guidance will mend the rift. Internet marketing is simply the catalyst for a sea change that had been long coming. Awareness messaging may still drive TV spend, but social media will play a critical part in driving purchase intent as well as delivering brand engagement in the digital networked society.
Customers evolved; but did marketing? Somewhere along the journey of marketing, the skill to listen has weakened and the art of engagement lost in favour of ever grander and
© 2 0 0 8 PA LG R AV E MAC MILLAN LTD 1746- 0166 $30.00 VO L.9 NO.3 PP 245– 250.
Journal of Direct, Data and Digital Marketing Practice
www.palgrave-journals.com/dddmp
245
Meadows-Klue
Growth of brand Marketing
louder messaging techniques, raising the bar for cut-through, but doing little to create true dialogue with the customers. The techniques worked for decades, but while hitting
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