Traditional marketing is dead. Get over it. 73% of CEOs believe their marketing officers “lack business credibility.” These same officers are pissing their pants, unprepared to face today’s business challenges. The public now overwhelmingly reject corporate messaging. According to Nielsen, consumer trust in traditional media is falling at an alarming rate. Most importantly, 90% of consumers around the world trust the recommendation of their peers.
A leadership gap has emerged. To fill it, a new generation of marketers are here. Their answer? Creating the content which customers are looking for instead of ramming one-way messages down their throats. The sales cycle has evolved past the purchase funnel. We are now tasked with transforming customers into brand ambassadors on social networks across the digital sphere. The social revolution has discarded the need for command and control in exchange for influence.
Content is the future of marketing and social needs to be injected into the DNA of every organization. As Forbes predicts, “The foundation for all of this will be whether your business leaders can interpret the changes in the world around them as a sign to shift their mindset from a company-centric to a customer-centric point of view.”
As of now, we deserve more credit for vastly interconnected work. We interpret data, predict web behavior, strategize, produce content, and engage a consumer base developing as an audience. We work with our sales team as they monitor our leads. We prioritize resources with our creative team designing new collateral and fine-tune our budget.
The pattern of versatile performance doesn’t stop there. Everything is converging. Search engines rank the Web by social signals. You also leverage the power of a channel through paid media for consumers processing your brand as a repeatable, value-add experience. In the end, this blog is going to cover the three truths of digital dharma.
- Content powers the social ecosystem.
- Conversation builds momentum and adds value.
- Community is the lifeline of the social phenomenon.
Join me as we enter our rightful place in the future.