• The past years have witnessed the first examples of true two-way marketing “conversations” between customers and some of the world’s leading consumer brands. Driven by a confluence of innovation, competition and big shifts in consumer behaviour, the dialogue between brands and their customers is replacing the traditional marketing monologue.

• The implications of a two-way interaction between corporate marketers and their customer base are far reaching.

The old communication model was a monologue

The average person is exposed

to 3,000 advertising messages / day.

Only 18%of TV ad campaigns generate positive ROI

90%of people who can skip TV ads, do.

People have become less interested in the ads

Predictably, however a greater number of voices translates into a smaller impact. Customers simply are unable to remember which advertisement pitches which product, much less what qualities or attributes might differentiate one product from another.Very simply,it’s jumble out there.

The new communication model is a dialogue

Which means

it’s….TRANSPARENTINCLUSIVEAUTHENTICVIBRANTCUSTOMER-DRIVEN

And it’s NOT….

CONTROLLEDORGANISEDEXCLUSIVEPRODUCT DRIVEN“ON MESSAGE”

“Content is the new democracy and we the people, are ensuring that our voices are heard.”

Listening-Social Media Monitoring

You must also map the Ecosystems relating to your brands, competitors and key topics so you can identify where the conversations are taking place, who the key influencers are, what your share of voice is and what sentiment exists.