Cnet Misses The Point About Conversational Marketing

13 September 2007 Written By: Jim KukralComments: 716 Comments2007-09-13+17%3A05%3A10Jim+Kukral

Who asked marketers to join readers online?… I’m suspicious when the “conversation” is initiated by the marketer and not the consumer.

I got news for you. The consumers asked for the marketers to do this. No, they demanded they do it. And it’s working for both parties.

I can’t help but view conversational marketing as a thinly veiled attempt by the ad industry to insinuate itself into the popular social media craze. Calling it a “conversation” makes it sound benign and implies that it is consensual.

What would you propose we continue on with then? Traditional one-way eat shit and like it advertising models?

You’re missing the point Elinor. This is a good thing, not a meaningless effort.

Everyone else is on board and is liking the results. Why aren’t you? Let go of the past and embrace progress.

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mudflation

I dont mind advertisements usually since thats really the cost of getting something for free, ie. internet, radio, tv, etc. But then you have websites that are nothing but ads, tv stations (TBS im looking at you) that have more commercials than content, and radio stations with the same thing you have to ask yourself when enoughs enough?

Sara

Hey Jim,

I think you make an excellent point here. Because of all the new technology, traditional advertising has lost 99% of its effectiveness with the most important target markets. Sure, my grandmother still watches the commercials during Wheel of Fortune, but, at 90, she's not out buying hair color and fast food.

I think conversational marketing is a necessary progression of advertising. As a marketer it takes a bit more work because you really need to know your target prospects, but once you get that part down the conversion rates are generally much better than, for example, a non-targeted television ad shown to millions of napping and nuking consumers.

As a consumer, I like that the advertisements being served to me are for products that I might actually purchase. Sure, it doesn't help me hold on to my money, but it makes me more likely to pay attention. And, really, when consumers spend money on things from which they can actually benefit then everyone wins.

Sara