Listen And Learn. Then Talk. And Do.
Posted by heatherrast on December 6th, 2008
Do you understand me at all?
Do you speak my language?
I had the great fortune of having a live & in-person meeting this week with someone whom I’d previously known only virtually. That is to say, we had connected via Twitter, LinkedIn, and even email. It took awhile for our “first date,” (she’s a busy gal) but as with some budding acquaintances, I had an inkling that we’d hit it off. Score!.
Lynn and I are both passionate about communication and helping create meaningful relationships between consumers and brands. There are a lot of ways to do that, and we each bring a little something different to the table in terms of skill sets. But what helped us really connect was the fact we were speaking a common language.
That language was consumerism. And I believe it’s one every good marketer or communications pro should speak fluently.
Are you really talking if no one is listening?
Don’t look at me like that. Consumerism isn’t a bad word. It’s a reality of global economy (we can thank the industrial revolution) that people need things, they want things. And they want choices. Options. Search for what suits them best. The era when companies could manufactur products without investing in consumer insight is gone. The time when messaging could be sprayed Gatling gun style all over their targets is over. Targets have clued in, tech’d up, and are filtering out.
Truth is, the power is with the people–the consumer. For oh-so-many reasons, companies have to rev up (Heaven help those that are at “START”) their methodologies for monitoring, responding, and reaching their consumers (reaching includes offering relevant goods/services). And the initiatives have to run the full customer lifecycle, from awareness-building to retention. The strategies will differ, but the fundamental core principles have to place the consumer at center stage.
Roger That
Time, cost, and interaction experience are all key decision-making factors for consumers when purchasing goods or services. But companies that understand the consumer viewpoint–needs, wants, convenience, added value, psychological nuances–are in prime position to advance their brands by meeting the emotional needs of their customers.
We all know a few companies that indeed are listening, and channeling what they’ve learned into business and cultural changes within their organizations. Hats off to them.
Wonder when some of the others will bother to learn the consumer language?
We’re talking. All you gotta do is listen.
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