Customer Acquisition on the Social Web

by Jeff Molander

Selling on the web is quickly becoming less about marketers’ supply meeting up with customers’ demand, and more about customers themselves actively bringing their demand toward supply. In fact, they’re creating supply in many cases. And successful marketers are creating experiences for customers — not merely selling to them.

People now have access to so much content — and have so many ways to gather news and information — that the likelihood of your corporate message penetrating the clutter is virtually nil.

Instead, if you engage the audience in a conversation and learn what the social community is looking for and concerned about, you might be able to persuade them to hear your message.

In the words of David Weinberger at the 2007 New Communications Forum Lecture:

“There is no market for your message”.

Given the web’s increasingly social nature, today’s customers are bypassing ‘interceptive’ strategies like search and, yes, affiliate marketing. Tune in to the above video and find out what to do about it!