Companies are now convinced and realizing that marketing to today’s technology-driven, and tech-savvy consumers’ means engaging in two-way communication as it is no more one-way communication effort. With the increasing rise of social media such as blogs, , blog directories, article directories, online forums, and social networks like MySpace, Facebook, LinkedIn, Plaxo, Speakersites, Xing, etc. the voice of the consumer is quickly sinking out those carefully crafted company messages. The transparency of information is now quite increased and companies are not able to hide behind their banding experts any longer.
In this scenario only those companies are being successful, which establish a sense of community with their customers, listen to their concerns, and get them involved in the company. According to a survey 3.5 million brand-related conversations taking place online daily in the United States only.
Indeed, with democratization of information through social media, marketers are finding that consumers expect to engage in dialogue with the brands rather than merely listen passively.
Marketers and companies who leverage these kinds of tools are showing their markets that they are not merely window-dressing when it comes to expressing an interest in their customers.
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