Traditional marketing is about interrupting the customer with a catchy, intrusive message about a product or service. Potential customers are watching television, listening to the radio, reading a newspaper, or driving down the highway, and the advertisement interrupts them. They can’t easily get away from it so they’re exposed to the ad for some brief period before they can continue with what they were doing. Things like TiVo and “Do Not Call” lists help consumers block advertising and they use those features when they can. Traditional marketing is like a “loudspeaker” booming messages to mostly unwilling recipients.Most small businesses are often using the new media just like the old. They build their websites to blast an advertising message to visitors — “we have the lowest prices, the best service, etc.” But on the Web, consumers have don’t have to listen to the same old intrusive advertising and they won’t any longer than it takes them to hit the “back” button. If you want to build word of mouth for your business on the Web, you have to encourage a conversation with your customers and website visitors. Put away the loudspeaker and provide some suggestions or advice demonstrating your subject matter expertise. Ask your customers for suggestions and reviews. Try to engage them in building your business.
If you move from using a loudspeaker to conducting a conversation, you’ll find that your customers will become more loyal to your business, they’ll tell their friends about their experiences with your business, and your business will grow. It’s not hard to do and it’s not expensive, but it takes a mental shift to get conversations working for you.
If you have questions or you’d like assistance in building a web presence, please send me an email using the Contact form or call me at 979-531-8300.
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- We Are Watching The Death Of Traditional Advertising (businessinsider.com)
