Is your marketing more monologue or an actual dialogue?
There’s nothing wrong with a bit of monologue — buy a TV or radio ad, spread the message, and see what happens. Increasingly, though, customers are wanting more of a dialogue with the companies they do business with, and it’s important not to confuse the two.
The latest bullhorn
Nearly a decade ago, I did some tests with churches and car dealers to see how they were using Twitter. They all advertised their use of Twitter on their home pages, but how did they really use it? In most cases, it was simply a new bullhorn — they tweeted out news and info, but did absolutely no listening or replying. Many companies are still doing the same thing today.
Most of the current technology allows you to interact with those you wish to serve, and it’s up to you to choose to engage with them or not.