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Marketers' RoundTable - A discussion of current small business marketing issues

secretstaff — Fri, 07 May 2010 20:40:58 GMT

With the current state of global economics which is not ready to pose success to the marketing efforts of small business companies using social media, uncertainty and issues pop up: on spam, the efficacy of social media in supporting customer service and choosing the right media for marketing.

Sitting along with 3 guests from different marketing and advertising companies in the US, Jay Ehret, the moderator for this internet blog show has initiated discussions to answer and give some light on the issues. Starting off with the impact that economic uncertainty has to both corporate and small business decision makers, held-back demands for different kinds of services may cause capacity issues once business resurges, according to McKee Wallwork Cleveland Advertising President, Steve Mckee. This causes companies to be quite impatient with the indefinite timing as when to lay out another marketing plan and when laid out, whether that would make some difference or, as how Pollack Marketing Group owner, Paula Pollock said it, “There is a huge lack of an ability to pull the trigger…” Thus, marketing projects tend to be stalled despite the presence of available money and ability on the part of the marketers to do business, Think Jar founder, Esteban Kolsky added.

Going to the impact of spam on social media, Twitter, Facebook and many other social media are actually fighting off the degrading effects spam does to what Paula calls as “great platforms for those of us who are actually trying to add value” to these. Esteban suggested, “we can start implementing some levels of ‘reputation management’ so we can verify” the persons using these platforms which is going be the effort “that would go a tremendous length to avoiding spam”.

The next question in the forum was whether customer service is becoming “the new marketing.” Taking it from Esteban, the rise of CMOs or Chief Marketing Officers is caused by the recognition of customer experience and marketing can itself involve many operations including customer service. Jay added that “customer experience is an extension of your brand, and it’s also the launching point for word of mouth, plus it’s the number one factor in customer loyalty.” So definitely, paying attention to customer experience can already identify customer service “as the most important marketing function of your business.”

And when it comes to understanding social media tools, strategy poses as the most important component of using social media, according to Esteban. Jay said that Facebook and Twitter may not be the correct tools to use for social media marketing because “they’re for relationship building” as Paula added, and not for making sales in there. So it would actually be very strategic that these social media tools are used solely for purposes of taking care and improving customer experience or building relationship maybe with existing customers because as Steve puts it, what matters is knowing that what you do in these media affect your business.

Click on the link below to listen to the whole show or read on the selected quotes from the blog.

Reference:

TheMarketingSpot

http://www.themarketingspotblog.com/2009/09/marketers-discussion-of-current.html

Canadian Business Forum / Business by Canadian Regions / Quebec business

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Marketers' RoundTable - A discussion of current small business marketing issues