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{"id":1902,"date":"2011-06-02T12:49:49","date_gmt":"2011-06-02T16:49:49","guid":{"rendered":"http:\/\/retailprophet.com\/blog\/?p=1297"},"modified":"2011-06-02T12:49:49","modified_gmt":"2011-06-02T16:49:49","slug":"the-new-media-marketers-first-date-2","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2011\/06\/02\/the-new-media-marketers-first-date-2\/","title":{"rendered":"The New Media Marketer’s First Date"},"content":{"rendered":"
Image credit: artofmanliness.com<\/p><\/div>\n
We\u2019ve all been on a first date and can relate to the awkward pauses in the conversation, the often-confusing body language and the painful uncertainty about how to end the night – should you kiss, hug or merely shake hands – who knows?<\/p>\n
This, in many respects, sums up the current state of new-media marketing.\u00a0 Marketers and consumers have embarked on their first date and neither is completely comfortable with the other just yet \u2013 particularly in the social and mobile spaces.<\/p>\n
Some of the \u201cresearch\u201d that\u2019s being conducted would lead us to believe that consumers are literally\u00a0clamouring\u00a0for the attention of mobile and social marketers.\u00a0 These sometimes-questionable statistics suggest that consumers are virtually lining up for contact from brands on social networks and on their handheld devices.\u00a0 Other studies provide a far more sobering view of a consumer who is worried about privacy and security.\u00a0 It\u2019s difficult to sort out truth from hyperbole.<\/p>\n
Part of the current awkwardness comes from the fact that for close to a century, marketing has fundamentally lacked any intimacy.\u00a0 Conversations with customers became industrialized.\u00a0 The company with the biggest media machine typically won attention.\u00a0 It wasn\u2019t a date \u2013 it was an orgy!\u00a0 The Marketer’s objective was simply to keep adding consumers to the wide-end of the marketing funnel. It was about “eye balls” and “feet through the door”.<\/p>\n
New marketing, on the other hand, seeks to initiate an ongoing relationship.\u00a0 The goal is not simply to buy <\/em>new customers but to win<\/em> the customers you have all over again, every day.\u00a0 It\u2019s a conversation in the truest sense and as close as a marketer can get to looking their customer in the eye.<\/p>\n