Marketing Week 2009

Issue No. 48 - August/September 2009

Social media tightens target focus

Peter Harris, MD of Colmar Brunton Australia will discuss the dimensions new social networking media add to the marketing mix.

“Not harder or easier - perhaps different,” Peter says, commenting on the challenge. “Social media and social networking has opened up new research opportunities. While people have always talked about their brand experiences it’s only now Web 2.0 has given them voice. In this new marketing world brands have an opportunity to not only listen in on their customer’s conversation but join in on the conversation.”

Whichever vehicle you choose to communicate with customers, the important function to master is listening.

“Like any good conversation the first step is listening, and only then can you start responding and facilitating the conversation in an online community,” Peter says.

“Online customer communities offer brands the opportunity to join the conversations on their own terms. Communities can deliver a fresh insig...

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