We marketers now have unlimited resources to convey our messages and actively promote our products & services…for FREE and WITHOUT DEPENDENCE ON PAPER!
But do we? No. We print Sunday newspapers that house droves of paper coupons…99.2% of which get tossed. Junk mail piles into our mailboxes before its inevitable transfer to the trash bin. The paper waste examples seem limitless.
I’m not a ‘tree hugger’, but I have heard a lot about rain forests getting wiped out…the same forests that deliver my daily oxygen (something I like having around). But back to business…
For a time, we had a good excuse for not shifting away from paper for marketing purposes. The internet was new. Websites were static. Social media had not yet evolved. Today however, the game has changed. we now know that Social Media is (and will continue to) rapidly replace traditional paper-dependent mass media. The genie has left the bottle and it won’t be going back. Websites are highly interactive now in version 2.0 and high tech advancements will continue to advance marketing opportunities along rapidly. Social Media and Networking creates self-aggregated groups (loyal to a common affinity) and new opportunties marketers have only dreamed about.
Traditional ‘Targeted Marketing’ & ‘Loyalty Marketing‘ strategists are just beginning to realize the power of Social Media (what we termed ‘Conversational Currency’). They will eventually realize far greater consumer traction through peer-to-peer conversational engagement. And yes, the inevitable deployent of loyalty incentives that don’t rely on anything paper.
When this happens…and it will…the trees will rejoice (albeit quietly). Tell me what you think…let’s engage in conversational currency.