Real-Time Marketing And David Meerman Scott (interview)
- What is the significance for you the features and real-time marketing?
Real-Time marketing is a mindet. If you work for a large company, chances are that upward momentum favors steady qualities like compliance, caution, and consensus over speedy traits like imagination, initiative, and improvisation. That’s the nature of the beast. Big business is designed to move forward according to plan, at a measured and deliberate pace.
The real-time mind-set recognizes the importance of speed. It is an attitude to business (and to life) that emphasizes moving quickly when the time is right.
Developing a real-time mind-set is not an either/or proposition. I’m not saying that you should abandon your current business-planning process. Nor do I advocate allowing your team to run off barking at every car that drives by. Focus and collaboration are essential.
The smart answer is to adopt a both/and approach, covering the spectrum from thorough to nimble. Recognize when you need to throw the playbook aside, and develop the capacity to react quickly.
Companies that do have a real-time mind-set push decision making as far down the ladder as possible. Frontline service reps decide how best to deal with customer issues. Marketers are free to blog about their work and comment on other people’s blogs as appropriate. Public relations staffers are empowered to respond immediately, without asking management or the lawyers.
In a real-time corporate culture everyone is recognized as a responsible adult.
- What are the requirements to be a good blog ?
A blog needs to hav econtent that is valuable for people and creating a blog based on “buyer personas” is the best way to create blog content. A buyer persona represents a distinct group of potential customers, an archetypal person whom you want your marketing to reach. Targeting your work to buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up about you products, which is the cause of most ineffective marketing.
Incidentally, my use of the word “buyer” applies to any organization’s target customers. A politician’s buyer personas include voters, supporters, and contributors; universities’ buyer personas include prospective students and their parents; a tennis club’s buyer personas are potential members; and nonprofits’ buyer personas include corporate and individual donors. Go ahead and substitute however you refer to your potential customers in the phrase “buyer persona,” but do keep your focus on this concept. It is critical for success online.
By truly understanding the market problems that your products and services solve for your buyer personas, you transform your marketing from mere product-specific, ego-centric gobbledygook that only you understand and care about into valuable information people are eager to consume and that they use to make the choice to do business with your organization.
Instead of creating jargon-filled, hype-based advertising, you can create the kind of online content that your buyers naturally gravitate to—if you take the time to listen to them discuss the problems that you can help them solve. Then you’ll be able to use their words, not your own. You’ll speak in the language of your buyer, not the language of your founder, CEO, product manager, or PR agency staffer. You’ll help your marketing get real.
- How to take advantage which mediums when of social media marketing ?
Many marketers steeped in the tradition of product advertising naturally feel drawn to prattle on and on about their products and services. But I have news for you. Nobody cares about your products and services (except you). Yes, you read that right.
What people do care about are themselves and how you can solve their problems. People also like to be entertained and to share in something remarkable. In order to have people talk about you and your ideas, you must resist the urge to hype your products and services. Instead, create something interesting that will be talked about online. When you get people talking on the Web, people will line up to learn more and to buy what you have to offer.
Most online marketing is nothing more than an alternative channel for the PR department or product marketers to spew their “messages” and “product vision.” Yuck. To paraphrase Yoda from Star Wars, “You must unlearn what you have learned.” It is so difficult for people to get out of the marketing habits they’ve developed over the years.
> You must unlearn the use of gobbledygook about your products and services. Instead start from the problems and needs of your buyer personas.
> You must unlearn spin. Instead, understand that people crave authenticity and transparency.
> You must unlearn interrupting people with “messages.” Instead, publish online content they want to consume.
> You must unlearn being egotistical and trying to force people to adapt to your terms. Instead create online content that addresses buyer problems.
> You must unlearn the assumption that you must buy access. Instead, create something that people want to share and let millions of people tell your story for you.
- Finally, could you suggestions to readers?
Think about how you can engage right now. Not tomorrow, not next week. Now. There is a tremendous opportunity open to those who communicate in real time.
Thank you David Meerman Scott