Why joining online conversations isn’t enough
Remember back when a marketer’s primary goal was to catch the attention of consumers in any possible way? The content of the ad, brochure or sign seemed to take a backseat to the need for catching a consumer’s attention for just a split second. The methods used to grab attention became more and more extreme as shock advertising, sexual innuendos and outrageous imagery took center stage in marketing.
However, with the growth of social media, marketers have learned that simply interrupting the online conversation doesn’t always lead to sales, nor does it lead to positive word-of-mouth marketing. Now the goal of marketing is engagement. Consumers want to know, what are you going to tell them after you interrupt them?
Marketers have discovered that there is tremendous value in building brands and relationships through long-term social media strategy vs. short-term direct-marketing tactics on social websites.