Tuesday, October 10, 2006

Listening-centered marketing

A Click-Z article, Time For a New Model: Listening-Centered Marketing, calls for a new way of thinking about marketer/customer relationships. The author, Pete Blackshaw, notes that there is a tension between marketers' and customers' perceptions of the marketplace and their roles in it. To alleviate this tension, Blackshaw advocates a new marketing model whereby marketers continually listen and respond to needs as they arise. He goes on to offer building blocks for this model. Blackshaw describes the proposed model this way: "Listening-Centered Marketing thinks about measurements and metrics as continuous, and not mere time-stamps. It's about managing in a world where real-time conversation is held in equal esteem with a click, or a page view, even an actual "transaction." It's where the consumer "voice" gives us a much needed aperture to make better, more informed brand decisions."

Listening is a difficult still to master. It's even more difficult to do on an continual basis. It is, however, key to being ahead of the curve and proactive in addressing needs, which in turn creates value for customers.

Categories: tips_to_try | usable_theories

1 comment:

Pete Blackshaw said...

Thanks for the commentary. let's keep up the dialogue on this.