Lyndit Marketing
The days of the professional image, the cookie cutter look, suit, tie, then speak and walk the part are shifting. The new marker is an excellent listener, be open to conversation, and strives to be open and genuine. This is the new image that is turbo charged with building trust and clear expectations from the beginning of each new project and relationship.
What do I mean? Press releases and intranet posts are no longer the sole way PR to communicate. Public relations are now on the ground level attending tradeshows and being super hero sidekicks to top sales executives — Batman and Robin style. At the Seattle 2.0 awards Amazon Web Services demonstrated this shift in understanding by having both their sales and PR interacting and engaging with everyone who came to their booth. Kudos to Amazon!
The digital world has blown everyone out of the water offering unlimited functionality, flexibility, and options in which to communicate messages. These messages are no longer chained to any physical location. From virtual offices to being able to post messages in any language to anywhere in a matter of seconds the marketing world is a bit overwhelmed realizing the sky is no longer the limit.
All transitions take time, and will demand marketing to adapt or miss the mark and possibly loose the chance to compete on a global level.
Being flexible to change is going to be easier for some of the younger companies. Their cultures are not poured in concrete of bureaucracy and skeptical attitudes that online marketing is anything other than a pop culture fad. The change might be drastic emotionally letting go the days where they got to bark what the brand is to the consumers and complaints were hidden deep within the bowels of the customer service department. Now customers give reviews on every product, service, business and brand they can communicate about, where ever and whenever they want.
Customers are choosing brands that identify with their values. The marketing culture shift from focusing on getting the message out in front of those who will want to swipe their credit card towards encouraging conversations about experience, and reaching out to appreciate those who celebrate the brand. Recently I praised TeachStreet for their awesome website, a happy reply and a t-shirt in the mail to reach out and say thank you is just one example of this transition.
The marketing culture is shifting towards building community, loyalty and trust over just generating sales.
Additional Reading:
How Businesses Learn the Value and Impact of New Media – briansolis.com
A 1990s Leader Making its Way in a New World -Alex Williams, ReadWriteWeb
Hey Lyndi — thanks for the mention. Oddly, Google Alerts didn’t pick it up — I just happened to click thru on one of your tweets.
So, how far away is Ravensdale from Seattle? (yes, I know I could google it… but that’d preempt conversation
). Do you work at a company, or spread your work across several? Any that we know of?
Looking forward to meeting you in person.
Dave
p.s. I don’t know if your blog commenting system will tell me if you reply to this (hint… you should switch over to Disqus, or a similar tool)… so if you reply here in the comments, you may need to tell me with a tweet or e-mail.
Hi Dave! Disqus is a great idea. Testing it out on my Tumblr account. No official judgments yet. Currently work full time and work for various small businesses outside of that. In addition I take evening classes, go to Crossfit and tend to our mini farm. All in hopes of wearing myself out by the end of the day.
Ravensdale is a bit a of a trek. About 40 mins + or – depending on what kind of CD I have in and what the traffic is like. Roughly 30 miles away. Heart to heart.
Are you going to be at Bigfoot? Love to meet you in person there.
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