Today’s web 2.0 has offered up a great marketing opportunity and a possible marketing nightmare at the same time. Our customers can give their two cents. What are you doing with this?
Ten years ago the internet was very one sided. Companies and brands put up a website to market their product. Today, we can actually participate in two-way communication. We can praise something when it’s great. We can complain when something is not great. We can have an actual dialogue.
As marketers we need to jump all over this. A big reason we don’t like two-way communication is because we think we can’t control the message. We are afraid of “negative”. We need to get over the fear because two-way communication on the net is not going away. If we sit back and do nothing, then the negative boo birds are going to rule the roost.
For many years we have run advertising that included customer testimonials. We all know they work. Today’s internet gives us the opportunity to take it to the next level. NEWS FLASH: Your customers are googling you! What are they reading about you? We should be encouraging our customers to give testimonials. Have them offer real-time feedback on Facebook and Twitter. Give them an opportunity to post comments on your website. There are websites that offer customer feedback such as Yelp. Yes, you will get some negative feedback. However, if you have a great product your loyal customers will take care of you. Plus, I believe a little negative is good. It gives you real customer feedback to fix any issues. It also makes your overall customer comments believable.
Today’s internet had made everyone a critic. We don’t need to wait for the review to come out in the newspaper after the event. Plus, we should really be listening to our customers not a newspaper reviewer.
We can’t control today’s internet but we have the marketing know-all to make it work for us!