There’s a wave of change rolling over the marketing world today. The marketer once created and executed a campaign for a company based on research, insight, and some intuition. Now marketing campaigns start with and are driven by the consumer. Campaigns that use this outside-in approach are more successful and effective than the old-fashioned versions that started with the product. This new process offers an opportunity for new ideas and growth of businesses. 

Consumers are talking a lot, and they aren’t afraid to share their ideas, complaints, and praise. Social media is at the crux of this movement, and companies need to not only be listening and participating in these conversations, but to also be willing to make changes based on their customers’ input. The lines of communication today are always open and dialogue is continuous. Consumers want companies to realize their value and treat them accordingly. Not only do they want this, but they expect it… and if you’re not giving them what they want, then they’ll be off to someone else who does with a quick flick of the mouse. The key to having effective interactions and relationships is aligning your business values with the conversations and values of your consumers or customers.

Building these relationships is important because people aren’t just looking for the cheapest product or service anymore; they want the option with the most value. Creating and maintaining relationships adds that much needed value to your brand.

By opening all lines of communication with consumers, a company also automatically becomes more human. People feel comfortable and connected with more humanized organizations, and that emotional connection can be what makes them choose you over someone else. Get comfortable with the idea of the customer as a co-creator of your business. The challenge is to find ways to incorporate and interact with your customers in a way that reflects your business values and goals. When done right, you prove consumers can trust your brand, which leads to loyalty.

Insight from: “Integrated Marketing Communication Anticipating the ‘Age of Engage’” S. Alyssa Groom. Communication Research Trends Volume 27 No. 4 2008