As we move on through the crunch, many brands will fizzle out due to huge marketing costs. Till now many brands depended on marketing activities to sustain their leaderships. According to reports, billions are wasted annually yet it appears that the noise being made by these corporate brands are becoming rejected. We live in an over communicated environment. We are all daily bombarded with pop up advertisements and yet many do not trust all these gimmicks again.

What most marketing activities offer these days are communicated from the ‘self, egoistic angle’.

 

The best option available to brands now is to join the conversation. As valuable as this medium is, many corporate brands still believe that doing it the old way will suffice. Conversation helps the other parties to trust you; it encourages promotion of brand’s goodwill. It also promotes active listening; getting adequate feedback which makes marketing in most cases a ruse. Why is goodwill important? Goodwill is a hard currency that brands can spend during crisis, economic crunch. Goodwill will help brands to remain strong in the face of hard times. We  need not doubt that brands are really in challenging times presently. When brands engage in conversation, goodwill that conversation promotes will help in brand’s likeability and over all believability. As we know, someone needs to believe in you before he invests in your brand.

With conversation, it is easier to persuade anyone than when it is believe that the motive is to sell. Conversation also promotes better understanding, empathy and adequate responsiveness.

Joining the conversation is great but it requires proper planning, sustainability and an understanding that it may take time to yield result. But the results will always pay much more dividends.

 

The need for corporate blogging has become necessary. The use of other vital social media has become mandatory. Interestingly, many of our brands here are not giving enough attention to these. I must say without a goal, the strategy can be damaged and the effect may be fatal on any brand. But there are ways to achieve success in all these. Knowing what to say, when to join the conversation, measurement tools is one of the major problems in joining the conversation. For over three years, our results here have been outstanding and any organization can seek our help.  

Related posts:

1. Conversation marketing
2. Brand and social marketing: what you need to start
3. Conversation marketing playing ground
4. The danger in conversation
5. Getting the best of brand’s conversation