Insights and Ingenuity

How to Lose Face and Influence Consumers

October 15th, 2008

The Sky Is Falling

Some feeds I’ve been reading lately has me catching up about big brands and the way they’re reaching (or trying to reach) their consumers.  I might as well say it–it’s the “Esc” button on my keyboard–but of course the state of our economy factors into some of the discussion.  The question being considered is how will budgetary belt-tightening induce companies to achieve objectives with less.

What Do We Do Now?

And I’m wondering if, when faced with the challenge to reach and influence consumers, some marketers will either investigate dialing up their social media and search engine marketing strategies, or even endeavor to learn more about the techniques and tools for the first time.  As we know, there are few things that generate demonstrable ROI than Web-based programs.  Which, of course, leads me to wonder why many companies are still so reticent to incorporate these strategies into their marketing mix. Is it fear of the unknown?  Comfort with the well-established?  Uncertainty about striking new professional partnerships, or rebuffing long-standing agency relationships (if the AOR doesn’t know new media)?  Or even that it’s simple, they can do it in house?  there are always barriers to entry with any advancement or change.  But I digress.  Another post, it would seem.

Gotta Fix It, Quick!

In amplifying or even (desperately) testing social media and search engine marketing programs, I wonder if companies will invest the human capital and financial resources, and reserve the planning and implementation time required to introduce a well-considered, integrated, organized, and validated program.  Or will their programs really be campaigns (implying short “flights” of activity, rather than a conscious and deliberate strategic endeavor to be cultivated, nurtured, and sustained?  Yikes!  Nothing says “transparent” and “odd” like an over-sold, shouted message that petered out or lacked substance and depth.

He Shoots, He…Oh.

I’m thinking there’s an unfortunate and yawing potential for off-center miss for any company that hasn’t been doing their homework, perhaps now compelled to find alternative solutions to expensive, more traditional commuications channels.  These “misses” could appear in a variety of forms–from a branded product or service that feels disingenuous as a social media sponsor or app, to AdWord campaigns that lead to poorly developed content that doesn’t follow through with the ad message.

But Wait!  Something’s Happening!

The market opportunity, in these turbulent times, is to find credible, non-threatening ways to educate companies and brands about the benefits and rewards that social media and search marketing programs deliver.  If we’re careful to avoid the snake oil or used car salesperson heavy-handed image, then savvy Web strategists can successfully educate their potential partners and initiate new relationships.

Doesn’t that sound like fun?

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