“But conversations do matter. Markets are essentially digital networks of communication. The nodes of the network are people and the links between the nodes are conversations. This is where reputations are earned and reputations are lost. Brands are more about reputations earned in those live, everyday conversations than about the messages bought from advertising agencies to transmit brand promises.
Digital marketing succeeds best if the old ideas of attention are complemented with new ideas of participation. Every company today should know where the conversations that matter take place, and how to take part in a value creating way. Digital marketing should not only be about creating company sites and marketing messages. It should be about participation in social media like Facebook and Twitter. The challenge is to be where your customers are and to join the conversation in the real time web.”
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