Open Marketing
Stefan Hoevel am 4. September 2008 um 14:36 4 09 2008In an open economy, marketing needs to be open as well. Since every consumer can already decide what content or communication he wants to listen to, when and in which format, marketing is less and less effective in forcing the consumer to listen to more and more irrelevant messages. Therefore broadcasting is on a decline and customized information-on-demand is just a click away. No doubt that marketing has to change. But will it change the way consumers interact?
Let’s talk about the developments around word-of-mouth. Word-of-mouth as an effect is well known. Markets work this way since thousands of years. But since the Cluetrain Manifesto declared „markets are conversations“ the focus of marketing shifted towards this effect and turned it into a brand-new marketing tool. Since marketers understood that positive buzz travels quickly, they tried to trigger this effect. And the digital landscape and the networked society made it easier to create viral effects – or at least the marketers thought so.
Research shows that the US market is about 3-5 years ahead in marketing innovation and therefore marketing innovation also created word-of-mouth marketing long before European marketers thought about it. Today more than 50% of all US marketers (according to various studies) use word-of-mouth marketing techniques and a growing number of agencies offer innovative services. But it doesn’t mean that word-of-mouth wasn’t existing before – and here we come to a very basic but very important insight: Word-of-mouth as an effect is existing since human being is able to speak. Word-of-mouth as a marketing target is existing since marketers try to trigger it. But word-of-mouth marketing as a tool is brand-new. And it means that companies and brands take the step forward from B2C communication to interfere in C2C communication.
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Kategorien : Marketing 2.0, Mundpropaganda, Mundpropaganda Marketing
Tags : Buzz, Marketing 2.0, Social Media
