Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Savvy marketers are employing social media to reach their markets with their offerings. However, the art and science of using social media effectively is not responsive to old marketing methods. The new methodology understands the value of influencing end user conversations. What used to be known as “word of mouth” is now what we know as social media.
Conversational Methods Create Conversion
Major brands and local concerns are all seeking innovative ways to leverage social media for currency, whether actual revenue or goodwill. They see social media as a robust way to add reach and richness to their customer relationships. But this is not a lesson we learn and apply one time only. The path to conversion is an avid pursuit of never ending learning. How to effectively apply social technology to reach specific markets of conversations and subsequently create the exchange has become the Holy Grail of social media marketing.
The AvidPath is the Pursuit of Conversational Currency
The term avid is characterized by enthusiasm and vigorous pursuit. The word path means a route specially constructed for a particular use. The social media path is a continuous series of positions and technological configurations that AvidPath harnesses as an effective system of conversational marketing.
The old marketing mindsets assumed that simply by engaging consumers they would create an exchange of currency, sales. The new market of conversations by and from the consumer does not respond to old marketing methods rather conversions by and from the consumer is the new marketing method.
What Creates Consumer Conversations?
Consumers are human; they enjoy communicating and connecting with one another. They like to share common ideas and experiences, whether good or bad. This attraction to common ideas and experiences fosters relationships, thus building affinity and creating an audience. This audience wields influence significantly greater than an individual. This audience now swings a bat of public opinion. They can either use it to hit homeruns for your company; or, they can use it to beat you with. In today’s marketplace, it is imperative that businesses engage in promoting healthy, constructive dialogue with their customers. Businesses need a way to monitor and respond to these conversations – to choose not to participate in the conversation is not only an irresponsible business practice, it is sheer folly. To choose not to participate is to relinquish to others the building up or the tearing down of your brand.
The AvidPath allows you to participate creatively and constructively in the vital conversations that your customers and potential customers are already having. The avid “path” is one you can follow to create and sustain genuine conversational currency. Along the way you gaining vital input that helps you produce better products, offer better services and deliver stronger customer satisfaction. The avid “path” is one that will lead your company to greater success as you win over the hearts and minds of loyal followers. Get it?
What say you?