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Message control. Marketers ask me about it every day. People keep telling me they are struggling to control the message. But they don’t like what I say next: “Give up.”


Marketers who want control need a new profession. I’m not sure that message control ever really existed to the extent we deluded itself that it did, but it sure ain’t here anymore. People rate your products, they comment on your blogs, they write blogs of their own, and they create hate sites if you really aren’t listening.
As The Cluetrain Manifesto predicted, marketing is a conversation.
And no one controls a conversation. When marketers start looking for influence over what their customers think, decide, and do, rather than seeking control over the message, that’s when they’ll be successful. Customers don’t want messages controlled, and they give no influence to those who try that. They ignore them.


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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, a leading social consultancy. Mike is the author of two books on digital marketing, an instructor at several leading universities, as well as a Senior Fellow at the Society for New Communications Research.

1 reply to this post
  1. Mike, you’re dead on.
    The key is influence, not control. Conversations, not dictation. It’s uncomfortable for those marketers who are used to wielding significant control of their messages through traditional means.
    However, the few that understand the difference will — through conversations — have significant influence, and success, as a result.

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