The business world is changing rapidly thanks to the rise of a number of new technologies, and it’s not simply IT or operations that are changing. Thanks to social media, social selling and other collaborative, “omnichannel” techniques, the ways companies market have been shaping up to be completely different in recent years. It’s no surprise that many companies are finding the changes challenging, treading water in an environment where it will soon become “sink or swim.”
TMCnet recently spoke with Kevin Myers, chief marketing officer with SwiftPage, a provider of digital marketing and CRM solutions, about the way the enterprise is changing when it comes to using technologies such as video and social CRM, marketing and customer support. To Myers, video in particular is a game-changer, particularly for public relations, communications, marketing, advertising and selling. Part of video’s appeal is its immediacy, he said.
“Similarly to how keywords forced us to get to our unique value in just a few words; video gets us to tell short stories that are often quick and to the point,” Myers told TMCnet. “They train and, hopefully, entertain us in a fraction of the time in comparison to the traditional written word.”
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The written word isn’t dead, of course, since it’s the cornerstone of any social media-based campaign. Today, it just comes in different format. Myers said that what makes social media stand out is that the social aspects don’t belong in any one department or individual’s job description: it’s everyone’s job, and the company reinforces this inside its walls.
“We are in the midst of making sure all of our employees have the ability to share their thoughts and insights no matter their role in the organization,” said Myers. “We will reward those who participate in becoming part of the voice of what we do; in our company we call that ‘Swiftpage Nation’ where we are ‘Living the Exclamation.’ This is not limited to our employees – our social plan is to include our go-to market partners and our customers, asking them to actively participate in the conversation,” he said.
Social media changes that conversation, said Myers, who notes that SwiftPage’s community boards answer more than 75 percent of the queries that are generated in the market. Social marketing isn’t just about Facebook or Twitter: it’s about customers helping each other, “net promoters,” or vocal fans of a company, leading organic marketing efforts, and “listening” to chatter to make a company’s products or services better.
It’s a challenging landscape, to be sure. Some call it an “omnichannel” approach; others call it “immersive marketing.” Whatever you might want to call it, the business landscape is changing, and companies that aren’t preparing to change with it risk being left behind.
Edited by Alisen Downey