The world is change drastically and traditional marketing principles are going out the window. To be successful in today’s interconnected society, you need more than just a message. You need to relinquish control of you brand and let your customers tell your story for you.
Today everything is about stories and social interaction, not messages. It’s been shown that only fourteen percent of people trust advertisements, but seventy-eight percent trust their friends. So what does this mean for you? It means, you must get your customers to advocate for you. You must create value for your consumers by innovating, so that in their excitement they become evangelists for your company and its products. You also must listen closely to their feedback and let customer ideas drive the evolution of your products. After all, they’re the ones that buys your stuff.
As we approach our group project, we must keep these principles in mind, and remember that it’s not about us or our designated client, the MSE program, it’s about the consumer. We must help them tell their stories, so that they in turn will tell our client’s. That is the secret, as simple as it may seem; those who ignore it are surely doomed to failure.
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Great post. The only point I disagree with you on is that telling your story is a new concept. As a self employed business owner for over 27 years I learned long ago that telling people your personal story helped them to see you as a real person and build trust. People like to do business with people like themselves and who they feel a connection to. I spend a lot of time educating my clients on their options and using stories about myself as well as other people to help them understand their options and feel comfortable with the choices they make.
Today the internet and social media has made it easier to get your story out and get others to share your story with their peers. I am personally trying to learn how to use the new tools available online to spread my story and message.