I just wrote this article for Duke’s newsletter and it was a good training for my Age of Conversation article.
It was nearly a decade ago that David Weinberger proclaimed, “Markets are conversations” in the ‘Cluetrain Manifesto’. Lots of things have happened since then, the internet has matured, people more advertising savvy and marketing folks more concerned about their impact on society!
However, ten years after the ‘Cluetrain Manifesto’, the “conversation” concept generates more debates and passions than ever before in the marketing field.
Last year, Gavin Heaton and Drew McLellan launched a book called, ‘The Age of Conversation’ asking 100 marketing professionals what their view were on the topic? The book was a real success and started conversations across the internet, so many that they have actually decided to launch a new book expending the debate further.
Reading this first paragraph, it must seem that conversation is all about digital… but it isn’t. This is where most marketing people fail to make a difference, of course the medium is important, remember “the medium is the message” from Marshall Mcluhan, but your content, your point of view and the way you talk are actually the things that matter most. Actually no, there is one thing even more important than all the ones above; it is our capability to listen. Great brands work on cultural interactions, they don’t throw a message out for the sake of throwing a message out, they actively enter the circle of cultural context. This mindset could be nicely summed up by a quote from Lynetter: “…brands that win will be those whose consumers tell the best stories”
And there is a great new: size doesn’t matter! It’s all about the way you launch or take part in a conversation.
Things you will need to make the most out of it:
Find a bigger enthusiasm
If you want to be still relevant in a fast moving context you will need to realize that being a brand with great products isn’t enough anymore, it’s also about you ability to connect with like minded people.
Be human
Most brand theorists will tell you that your brand personality is important but when is the last time you saw a brand acting with human attributes without saying how great it is?
Be opinionated
It’s not how good your brand positioning is; it’s about how relevant what you bring to the table is.
Let it go
Accept not to be in control anymore, that people have now more tools than ever to tell their own stories.
Sometimes content isn’t the best thing for conversation but aggregating is
Understand that we live in an age of information where people barely have the time to catch up so creating content isn’t always the best solution.
Let the idea find a medium
One thing will never change in our industry it is the need for great ideas whether it is a cultural, design, experiential idea… and for each idea it’s medium.
Ten years ago a bunch a visionary amongst them David Weinberger believed that conversation was going to be the future of business. The present seems to make them wise with more and more marketing professionals interested in creating a two way relationship. However some people may think this conversation ‘thing’ is just another “marketing is dying” type of idea. Well this is actually going to be the new topic of the Age of conversation – Why don’t people get it? The timeless debate new
vs old has started! Is conversation just another fade or will it change the face of our industry forever?
Sources and further reading
Marketing Enthusiasm: John Grant
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