My Brand Engagement Dream: Employ Authentic People
Written on
Chapter 1: The Cluetrain Manifesto's Insights
In 1999, a groundbreaking book titled The Cluetrain Manifesto emerged, marking a pivotal moment in digital marketing's evolution. This influential text foresaw the consumer-driven economy we experience today, making two remarkable predictions regarding brand engagement:
- The internet would disrupt traditional brand authority.
- Market dynamics would be shaped by genuine conversations among consumers.
To thrive, brands must actively participate in these dialogues.
The first prediction has undeniably materialized. While many companies cling to the belief that they dictate the narrative and sales processes, the reality is starkly different. A brand is no longer merely what organizations communicate; rather, it is what consumers convey to one another.
However, the second prediction is still far from realization. Initially, during the rise of social media, some companies attempted to engage in meaningful conversations. Unfortunately, many have since automated responses, downsized teams, and relegated community engagement to mere technical departments.
For instance, consider this tweet:
Now, to provide context, Cindy Gallop is a luminary in the advertising realm. She is a TED speaker, a globally recognized innovator, and a highly esteemed consultant in the industry, boasting nearly 80,000 followers on Twitter.
If any major brand had implemented effective social listening strategies, they would have surely acknowledged Cindy Gallop's tweet and engaged with her.
Yet, NONE of them did.
Why is that? Because marketing strategies are currently adrift.
My Brand Engagement Vision
The marketing and advertising sectors are facing significant turmoil. There are diminishing avenues for placing ad budgets that are both secure and effective.
Where should these funds be allocated? Here’s my vision:
I wish for a brand to allocate a fraction of its television and print advertisement budget to hire a few authentic individuals who can genuinely interact with fans on social media. This means real engagement—treating customers as individuals, perhaps even as friends.
Imagine the impact if even ONE brand had responded to Cindy Gallop, expressing gratitude for her commentary on Twitter. The exposure could have been monumental! It only takes one representative from a major brand to truly listen and respond to people in a meaningful manner.
Cutting the Sarcasm
Some brands, like Wendy's and DiGiorno Pizza, attempt to adopt a "human" approach through humor and sarcasm. However, this often feels contrived; it’s merely advertising agencies overreaching. There’s a lack of genuine care, compassion, and empathy for customers. Sarcasm doesn’t equate to authentic human emotion.
For instance, Wendy's logo features a charming young girl, and the company was founded by a man who dedicated his life to adoption charities. Where does the sarcasm fit into that narrative? They possess a rich story and a wholesome brand; they should strive to connect on a personal level.
If they can afford an ad agency to manage their social media, surely they can invest in a few authentic individuals who truly care.
The Potential of Brand Engagement
Having experienced the corporate world firsthand, I understand how challenging it can be to pivot and adapt when steering a large organization. It saddens me that many of our esteemed brands aren't facing disruption from innovative products or services; rather, they are faltering due to ineffective marketing strategies.
Ultimately, customers always prevail. They don’t desire ads; they dislike interruptions and unsolicited outreach. They are increasingly tuning out and blocking unwanted messages.
What consumers truly seek from brands is respect, meaning, acknowledgment, and enjoyment. It’s genuinely that straightforward. Even Cindy Gallop yearns for a touch of respect.
Is anyone truly listening?
Embrace the change. Hire authentic individuals.
After all, the most human brand will emerge victorious.
I sincerely appreciate your time in reading this! For more insightful articles, visit the highly-rated {grow} blog. While there, explore my Marketing Companion podcast and keynote speaking page. For news and insights, connect with me on Twitter at @markwschaefer, check out my personal life on Instagram, and discover my RISE community here.