“We are living in the era of the connected customer -
one in which normal customer behavior is to capture moments and share it in near real-time.”
- from "Customer Love - it's All About the Connection" by John Balla
One message does not fit all anymore.
Remember the days when marketing would use one message for all channels? It wasn’t uncommon to see the same brand message in a printed ad, on a billboard, on TV, or on the company website. Consistency was key. Those were the days, some would argue, when marketing actually controlled the message.
Then in marched the social networks – Facebook, Twitter, LinkedIn, Google+, and more recently, Pinterest and Instagram. When these new channels arrived on the scene, marketers continued to do what they’ve always done: they extended the same message to these new channels. That is, until they realized that these channels were different. Not only were they 100% digital, they also talked back. They quickly learned that customers didn’t want to be talked at anymore (as in a one-way monologue); they wanted to be talked with (as in a 2-way conversation).
Today, marketing executives like Celeste Taylor (to the left) know that the one-message-for-all approach doesn’t work. Marketers need multiple messages, namely the right message that will work for each channel. Granted, this message will most likely be similar across channels, but how it’s conveyed in a printed ad or email blast will most likely be different than how it’s presented on Facebook or Twitter. Or, at least, it should be. The message now needs to be fine-tuned to the audience each channel pulls in.
How to keep it cool: Engage in the conversation in your social channels. Be approachable, personable and responsive. And now more than ever, it’s important to keep your cool even when your customer has lost his. Everyone’s watching 24x7.