Why the change from broadcast to dialogue changes everything about marketing

Online networking and social media has really put a spanner in the works.

In the good old days, everyone would quietly interrupt everyone else with important selling messages. And then not so quietly. Adverts got bigger. And it seemed the louder our press releases and messages shouted, the more we interrupted, the more people heard us. So everyone did it. More. And sold more. Great!

But when you’re in the firing line of all this shouty message broadcasting a new phenomenon occurs. It’s happening now. Customers learn a new skill: how to ignore the interruptions.  And, as consumers, the internet has made it easier for us filter out information that doesn’t interest us. We can create and curate how, when and what information we receive. And from whom.

It was predicted by a smart man could Seth Godin over ten years ago. In a broadcast-obsessed world, to reach customers we need their permission. Or forget it.

So where does that leave things?

It’s bad news for the shouty interruption message businesses I’m afraid. Bad news for the sale -absolutely-must-end-Sunday businesses. Especially bad news for the I’m-just-calling-you-doing-a-survey-about-crime-prevention-in-your-area’ businesses.

Today, businesses need permission.

The kind of permission that grows communities of interested advocates of your business. It will, and is, underpinning marketing success in businesses of all sizes the world over. And broadcasting and interrupting can’t help with permission. At least not nearly as effectively as dialogue.

The internet is speeding the process along nicely. Some businesses apply old processes to the new media, rejoicing in internet power to blast thousands of people with messages with a mere click of a mouse button. But businesses who put personal dialogue – conversations – at the heart of the marketing communications and PR will reap the rewards. There are no short cuts like broadcasting. No promotional tricks like interruption. No sale ends Friday imperatives.

The best PR practitioners have been using brilliant dialogue and conversations with audiences for years and are well placed to lead the way.

Focus, listen, add value, be remarkable and scale your best conversations. Now we’re talking!

(Image credit: The Poke)


Richard Glynn will help you stand out, build influence and become easier to buy from.
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