Really interesting Harvard Business Review article showing how the basic premise of social networking’s value to marketing was outlined over five decades ago. The author shares how Ernest Dichter, considered a major player in motivational research in the 60′s, conducted a study about word of mouth advertising. He noted how companies should gather customer feedback, engage rather than just talk at their audience, and use dialog to move customers to buy. Sound familiar?
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When Economic Fears Press In, Marketing Can Shine , By Jill Schuller
Show me a business that is thriving without any anxiety in this current economy, and you will find a goldmine of eager investors at the door. The truth is every industry – retail, service, commercial, manufacturing – has been impacted in some form over the past several months. Whether you believe the reactions are fear-based or real is irrelevant. What is real is that we have decision-makers reluctant to make changes or move forward into the unknown because their customers are reacting to the economic fears.
We can all admit that the downturn brings thoughts of doom and gloom to our dreams at night. However, as in any downturn – yes, even the Great Depression – there are positive changes and inspiring ideas afoot.
Fear creates only two responses (c’mon! remember 5th grade science?) – “fight” or “flight”. While a business owner can bemoan the dollars lost by ignoring the problems for so long, they should instead look at the reality of the moment, and address the necessary corrections now. For those still in the game that are fighting, the economy by now should have polarized your strategy, brought incredible clarity to what is important, and what is fluff in your business.
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Thoughts on advertising, marketing and graphic design from Omni Communications Group in Springfield, Illinois
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