In the good ‘ol days of “Mad Men” (a smartly written show about ad execs in the 1960′s), marketing was all about packaging a product or a service that enticed consumers to make the purchase.
Now, it’s not a one-way street. Marketing is dialogical. Consumers want to be engaged and have come to expect an interaction with the company providing the product or service. The potential customer expects to be part of the process. That’s why Internet marketing and online chats and forums have become so popular. We’re now dealing with a consumer population actively engaged in the process of marketing and selling.
For the business owner or marketing professional this means an ongoing commitment to clarity, transparency and a willingness to buttress what is said by what is done.
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