19 Apr, 2009 – 2 comments
a week dedicated to fans and the future
I don’t write TV spots. I don’t design packaging. I don’t re-organize supply chains or help your sales team close more deals. I help giant global companies speak digital. In the past, I’ve written about what I do, but this week I’m focusing on the how and why.
Speaking digital means realizing digital media isn’t mass media. It’s about courting numerous existing communities in relevant, useful, and respectful ways.
This is digital marketing vs the marketing of yore…
Today, brands must learn how to earn fans. This begins with courting existing communities to earn (not fabricate) credibility. After that, brands must provide the means to connect fans and give them something to do. After all, a dollar spent on fans is a dollar spent on R&D, retention, recruitment, loyalty and longevity.
I’ll be spending all week posting my thoughts on the future of fans and digital marketing here. I hope you stop by and join in on the conversation. Let me know if there’s something specific I can dive into.