Most marketers’ job is to control the communication, influence customers and drive sales. Well, at least it used to be. And unless you have had your head under a rock for the last 7 odd years you will know that marketing has changed.
I know; it is starting to sound like an old drumbeat that is getting quite tired. Truthfully though, many marketers are adapting to this process and getting the importance of word of mouth marketing. Of course that is if you can call it a process.
One of the big changes is that you cannot control what your customer thinks about you. For many marketers this idea really is quite a scary thought and raises questions like:
- How do we quickly boost sales?
- What and how do I tell the board / my boss / exco that things have changed?
- If I tell them, how do I get evaluated for my year-end bonus?
- If this medium is no longer as effective, what do I use?
- Surely this social stuff is the same as TV. It should work, shouldn’t it?
- How do I know that I am getting a return on my money?
- How do I make sure some dumb customer will not screw up my message?
- How do I develop a word of mouth marketing strategy?