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April 11, 2009
Faith, Trust and The No-Spin Zone
"I still put my pants on one leg at a time," goes the saying. And so it is with many tasks that we mindlessly perform. The trouble for many marketers is that they still approach their day jobs with that methodical resolve. But, times have changed.
And the change is not just in the WAYS that we communicate (e.g. social media), but in WHAT we communicate. In fact, I would argue that the "what" is the most important change of all.
In this Easter/Passover season, many people will use their faith to believe the message of their religion. Well, as it turns out, faith was what a lot of marketing was built on...a faith and trust in the companies whose messages were being spun out to us every day.
But, that faith is gone...with any last vestiges obliterated into charred ruins by the collapse of the financial system. Consumers and businesspeople no longer read content supplied by companies at "face value". Instead, we discount and skeptically reshape the messages, then add a heatlthy dose of peer review in to create a final message deemed to our liking. It's a daily dose of the customer "no-spin zone" (with all due resepct to Bill O'Reilly). The implications of this behavior shape not only how you communiate, but more importantly, what you communicate.
So, this holiday, take a moment between meals to think about the implications of a faith now faltered and what it means to your marketing plans.
Posted by jcioban at April 11, 2009 10:19 AM
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