Customers want dialogue with brands and businesses
Research has found that most consumers want a dialogue with the brands and businesses they encounter, but only 10% of European marketers are actually joining in the conversation as equals. This is the main finding of a new book called “The Conversation Manager” by InSites Consulting Managing Partner Steven Van Belleghem which shows marketers how and why they should be getting involved in the ongoing dialogue about their brands.
The Conversation Manager’s publication is part guide, part manifesto.
Belleghem says: “As the public loses interest in traditional advertising, marketers must build a new type of relationship with their audience, says Steven. The rise of the empowered consumer is pushing marketers to learn the skills of listening to and talking with customers.
The story of this empowered consumer is in fact a story about word-of-mouth marketing. The same principles as 100 years ago are being used, but due to the digital world, this time at a tremendous speed. The Conversation Manager has the ability to integrate word-of-mouth in all marketing thinking and acting of his brand.
A Conversation Manager is likely to spend time interacting with consumers, facilitating and observing conversation, and sometimes reacting. Some time will be spent on new product development. But the job description is not always outward-facing: he or she can also guide conversation within the business.
In certain respects, Steven sees the role as replacing the Advertising Manager, and has enjoyed the lively debate his book has provoked. “Some people may not like what I’m saying” he says. “But that’s often people who aren’t in touch with the consumer.”
More information: www.theconversationmanager.com