What's in a name? Well, a lot it seems, if you are setting the scene for an ongoing discussion.
Take this blog site for example... we are talking with marketers, customer activists (eg other bloggers!) and indeed anyone interested in how brands can engage with customers and prospects online to achieve their marketing objectives. And... in a manner that represents a genuine exchange of value!
Bit wordy isn't it! A label would be handy...
What are we discussing? Social media, online communities, online marketing, digital marketing, conversational marketing, customer engagement, customer experience management, CRM, web 2.o ... Take your pick!
And the problem is that so many of these terms come with their own baggage - their own worldview, preconceived assumptions and frames of reference.
The term "social media" appears to have gained significant currency but has the baggage associated with traditional media and the mindset of something you push one-way at the consumer...
"Online communities" and "social networking" don't say enough about the brand's purpose or context.
"Conversational marketing" is getting closer to our purpose but is a cumbersome term that does not appear to have gained currency.
One term that I spied recently from a leading digital agency website had me intrigued: "Social influence marketing". It was however badged everywhere with a trademark sign. You have to laugh... some marketers will never quite understand the "social" component of this topic!
"Web 2.0" - well you have alienated half of your potential community who see this as too "techie"...
"CRM 2.0 -" - is this like putting lipstick on the pig? And by the way, customers don't want their relationships managed.
And anything ....x.0 (CRM 2.0, Marketing 2.0, Enterprise 2.0...) is starting to look just a little too slick and contrived don't you think? If it didn't work in the last version, why is it going to work this time. That's a negative place to start...
Customer Experience Management (CEM) - there is a growing body of knowledge and experience around this domain that complements CRM very nicely. But as a term, its only part of the story and it looks a bit old and tired. As a customer in 2008, having my experience managed sounds more like passively viewing the latest Hollywood blockbuster?
Apologies if this sounds a little too cynical... but the truth is, I don't think we have the best label yet!
And for so long as we cannot express our endeavour in a concise term, there will be missed opportunity!
So this is our challenge - what term do you have?!
leave a comment (0 comments)
