You can't go 5 minutes without hearing somebody talking about the conversational marketplace. It's not that I don't agree, but I wonder if these folks can tell you what they really mean when they say it. So, you know me, I decided to ask a few folks.
 
My typical question is what does that mean? The typical response was it's a dialogue with the customers. Which, of course, makes me ask what does that mean? It's about engagement. Guess what my next question is. OK, but what does that mean?
 
These conversations could go on for days, but I have come to the simple realization that buzzwords rule the marketplace. They are fun to throw around ­ I guess.
 
Let me chime in with my .02. I believe we are in a conversational marketplace in which the customers are more empowered than they ever were. We are in the midst of a marketing landscape where a great campaign's messages can and will have real value to the audience ­ on any media. If there's value in it for them, they'll want to listen to what your brand has to say. You'll, dare I say, engage them. This is key because engage means not just to get someone's attention, but to hold it for a period of time. This allows the brand to form the essential brand/customer connection - the key to brand recall ­ the holy grail of advertising. If you aren't doing something right then your campaigns are just noise in the ethos.
 

Where does this conversation with the customer begin? I like to say that every conversation with customers and potential customers starts with a proper introduction and a hello. Where does this hello happen? It can happen anywhere. That's the beauty of the conversational market. You want to start off on the right foot, but you really aren't sure where the audience is going to be introduced to your brand. This highlights the importance of anchoring all campaigns around one great theme/idea. This idea will manifest itself differently on every platform, but the message will be consistent on every media and therefore won't be brand schizophrenic.
 
The first introduction should invite the customer to participate and/or further explore the brand. This is where the conversation starts. Think of customers as friends. Think of your brand as a friend ­ be nice, bring gifts, and show up often.
 
When you do this right you'll be able to have your conversations with your customers over coffee.;) You'll be that good of friends :)

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