What do you get when you combine a marketer, a technologist, and an anthropologist? A Marketing Technopologist. That’s the term coined by the Wall Street Journal in a recent article on new opportunities to engage with consumers.
A Marketing Technopologist, “brings together strengths in marketing, technology and social interaction…someone with strong interest in psychology and sociology, and good social-networking skills throughout the organization.”
P&G’s Dave Knox adds, “This new breed of Brand Manager 2.0 will lead marketers away from tools based on mass reach and instead… will create meaningful interactions with consumers. Simply put, they will stop shouting at consumers.”
How does the Marketing Technopologist do it? The foundation lies in developing a relationship with your listeners. But remember, a relationship is two-way and interactive. Simply pushing emails or blasting TV ads misses the mark.
Instead, leading Marketing Technologists recommend building a relationship community. We’ve modified the recommendations to apply to radio below.
Don’t just talk AT listeners — work with them throughout the marketing process. Get key listeners involved, inviting them to participate in marketing-related activities from programming ideas to feedback to becoming part of your promotions team. [Listen to a 5 minute audiocast of ways to connect to consumers.]
Listen to — and join — the conversation off-the-air. Consumers tend to trust one another’s opinions more than a station’s. And there is no shortage of opinions online. It’s time to accept that this type of content is here to stay and quickly begin to be aware of its potential impact — positive or negative — on listeners preferences and habits. So monitor relevant social conversations and, when appropriate, look for opportunities to inject yourself into a conversation or initiate a potential collaboration. A key time may be after a major programming change (e.g., morning show, etc), following a major promotion or station event.
Resist the temptation to say listen, listen, listen. Through the years of diary as well as the ability to control the on-air conversation, stations have been trained to bludgeon listeners with marketing that says “listen to me now and always” anytime and anywhere we tell you. In a relationship-driven strategy, it pays to resist that temptation.
In a relationship-driven community, listeners expect stations to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community.
Don’t control, let it go. When you’re more connected with your listeners, you need to find an effective balance between trying to steer the conversation about the station — programming, promotions, etc. and allowing the conversation to flow freely. In general, research indicates that you’re better off giving listeners the opportunity to say whatever is on their minds, positive or negative