The old communication model was a monologue. Businesses grab the megaphone and sell to consumers (engaging in what Seth Godin calls “interruption marketing”). But you know, the statistic is that the average person receives somewhere around 3,000 advertising messages per day. But only somewhere around 14% of people trust advertisements. On the other hand, 78% of people trust the recommendations of other consumers. Purchasing decisions are made based on the conversations that friends are having on-line with one another (on Twitter, on blogs, via email, etc.); something David Meerman Scott discusses at length in his book World Wide Rave (affiliate link).
The simple fact is, the new communications model is a dialogue. An inviting and open conversation between you (the brand) and the consumer. An open dialogue builds trust, generates awareness and ultimately, leads to sales. The center spot is where you wanna be. It’s the good stuff. The space where discussions are had and trust is built.
So, what are you doing to engage with your audience today?
(Stat Source: Nielsen “Trust in Advertising Report”)
[Photo Credit: Swiss Miss]