‘Always On’ featured an article (it seems to be the debut of a series) which titles: Open Up Or Shut Up. This article points to the fact that CEOs, marketing executives, and PR professionals who don’t have the courage to deploy new open media tools will be left behind. Interesting to read.
Early adopters across industries, from Microsoft to Budget Rent A Car, are embracing open media technologies to create a dialogue with customers, while others are left leery, fearful, and dismissive. Open marketing assumes your customers are smarter than you, at every stage of the business process, from product build to post-sale service.
Companies that have not yet moved to embrace the open marketing revolution are often not even aware it’s being waged. Yes, they have heard of blogs, and they are aware that they are somehow significantly moving forward, but they lack the sense of urgency to address the need to adjust their marketing mix. The buzz of the day could well be your products, your brand—with your reputation on the line.
Steve Rubel, a pioneer in open marketing, coined the term “conversation gap” to identify the distance between product categories and specific brands. Companies can now quantify, in an almost real-time state, the number of mentions about a category and the number of mentions about their brand, and establish programs and methods to close the distance.
Read much more at Always On | via Putting People First | Thanx Daan B.