Tag Communications

Fifteen years ago, when the Internet was brand new (and you really should stop a moment to think about that) I was asked to do some research into the imagined effects it might have on marketing communications. I remember doing a few presentations on what seemed to by the most significant of the lot: a shift in emphasis from “talking” to “listening.” It seemed clear at the time that there would be an inevitable shift from a focus on controlling the message (and outcome) to honest communication, listening to the audience and adapting.

Fast forward to 2010. There’s hardly a day that passes without an opportunity to engage the subject of social media. In every one of those discussions, the “problem” of controlling negative feedback takes a fair amount of time.

When examined, it’s an interesting phenomenon. No one denies that the negative opinion exists and will do its damage unchecked if unobserved. It’s the fact that invited (or enabled) feedback brings it out in the open that’s objectionable. Pretty curious, really, when you consider that makes it the equivalent of closing your eyes, covering your ears and saying “La-la-la-la-la” as soon as a customer starts to complain.

At the end of the day, it makes you realize how little current marketing communication has to do with the image of advertising that prevails in pop culture. We’re well past the day (if, indeed, that day every existed) of tricking our audiences to believe or make a choice. Success with markets today requires a new means of persuasion. It depends on listening, engaging media to demonstrate agreement and adapting in response to direct, honest feedback. Sounds pretty reasonable, doesn’t it?

(Image courtesy lolcats).