{"id":3563,"date":"2011-10-16T00:53:29","date_gmt":"2011-10-16T00:53:29","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3563"},"modified":"2011-10-16T00:53:29","modified_gmt":"2011-10-16T00:53:29","slug":"context-content-and-caring","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/10\/context-content-and-caring\/","title":{"rendered":"Context, Content and Caring"},"content":{"rendered":"

A recent blog post<\/a> by Brian Solis<\/a> calls out a systemic issue we are faced with every day as marketers \u2013 the issue of understanding consumers. Brian points to a serious lack of understanding that brands have for the context in which their consumers live.<\/p>\n

\"\"<\/a>You see folks, there once was a time when businesses believed that they were in business because they had a product<\/a> \u2013 not necessarily because there was a market for this product. And, there once was a time, only shortly after businesses believed their product was enough, that marketing was called upon to cater<\/em> to the people who consumed. But, what catering to the consumer meant \u2013 at least at that time \u2013 was to put pretty pictures and nifty words on a poster and hope it would make people want the product.<\/p>\n

The issue with this approach was that brands would broadcast to their consumers all the things they thought<\/em> their consumers wanted to see and hear.<\/p>\n

Now, with the advent of social media platforms and quick adoption rates, marketers, businesses and brands rejoice. There is a direct view to the consumer and more of what \u201cwe think they want\u201d. This plethora of information has been taken in and more than one brand is taking the opportunity to talk to their consumer<\/strong>. But that\u2019s the problem, isnt\u2019t it? The dialogue isn\u2019t really dialogue.<\/p>\n

I recently gave a presentation<\/a> at Social Media Masters in Toronto<\/a>. The premise of my presentation was to share that brands must become human again. We, as marketers and business owners, must allow brands to become human again. Taking notice of the social media chatter is only one part\u2026 It empowers us to better understand the context<\/strong> in which our consumers live, but it also gives us the opportunity to see the type of content<\/strong> that genuinely engages<\/em> them. It is this engagement that gets us one step closer to real dialogue. And real dialogue is the beginning of creating human brands.<\/p>\n

The magic ingredient \u2013 the one that can\u2019t really be taught but is inherently known \u2013 is: CARING<\/strong>.<\/p>\n

We are not in business because we have a product or service. That is a table stake \u2013 you wouldn\u2019t be reading this if you didn\u2019t! We are in business because there is a consumer that wants, needs and\/or desires our product or service.<\/strong><\/p>\n

\"\"<\/a>In today\u2019s economy, our consumers are guarding their money. They may still want what we have to offer, but if there\u2019s no deeper reason to purchase than that of the transaction itself, chances are your product\/service won\u2019t be chosen. What sets you apart is how you treat your consumers \u2013 on every level.<\/p>\n

Stand apart from your competition:<\/p>\n