It supports my belief that Advertising as a marketing tool while still the most efficient for reach can be blunted by a little bad social talk and how the brands that figure out how to talk & listen to their customers will ultimately win.
It gets us back to the basics of business – like the corner convenience store. Reacting quickly, and authentically to a customer in a social network is akin to the restaurant owner who talks to a customer when they are unhappy with their meal and gets something else from the kitchen. We’ve all had this happen before and you usually leave feeling pretty good about the restaurant.
Listen to your customer, respond to their wishes/preferences, provide good service and great WOM will come and sustain you. For too long now, companies/brands have gotten away with fancy advertising and marketing trickery. I know, I’ve been asked to partake in this trickery and our profit at all cost culture tends to equate trickery with good marketing. I think customers are savvier now and they see through the tricks and are more than happy to yelp about it to 5,000 others.
Can’t hide from your customers anymore! Time to walk over each angry customer, listen, respond, and turn them around.