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Whether or not social media has lived up to expectations of really defining the General Election, there can be no question that it opened the eyes (and ears) of politicians as they realise that they can now not only talk directly to the media without it being misinterpreted, but the public can now answer back, put their view across and, most importantly, be heard.
But as I watch the dust beginning to settle around our new coalition government, what lessons can marketers learn from the politicians about the way consumers listen and engage with their brands, and more importantly, how can they act upon it and respond to them?
In a new report, ‘Your Brand: At risk or Ready for Growth?’, launched today, we urge marketers not to underestimate the significance of the challenge that faces them, like politicians, in reaching individual customers. The report firmly echo’s my belief that this challenge, brought about by the major social change in the way consumers listen and engage with brands, means it’s no longer adequate to adopt a strategy of mass broadcast and one-way conversations with consumers. Those days of marketing have gone. Marketers like myself need to push for our entire organisation to listen, understand and engage on an individual level, which presents a major challenge, but also opportunities.
