It’s about doing the right thing. Not the new thing.

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7 years after the dot-com boom and bust, we’ve seen an avalanche of new ways to connect with people: viral videos, social networks, mini-blogs, billboards, gazillion cable channels, IPTV, Skype, yada yada yada.

Businesses look at agencies to guide them through the jungle we call new marketing reality. Some agencies pledge for the Status Quo, adding a few Bright Shiny Objects to the mix. Others apply the Silicon Valley 70-20-10 rule: Spend 70% of your core communication channels, 20% focused on innovating the core communication channels and 10% on pure experimentation.

Frankly, scattershot apporaches rarely work. All these new tools make a promise to people: A promise to engage them in a meaningful way. A promise to humanize the relationship between people and businesses. A promise to be authentic. More often than not, those promises are broken the moment people dial the call center, try to communicate with the brand and can’t find the email address on the corporate site.

As Seth Godin says:

“New Marketing-whipped cream and a cherry on top-isn’t magical. What’s magical is what happens when an organization uses the New Marketing to become something it didn’t used to be-it’s not just the marketing that’s transformed, but the entire organization. Just as technology propelled certain organizations through the Industrial Revolution, this new kind of marketing is driving the right organizations through the digital revolution.

You can become the right organization. You can align your organization from the bottom up to sync with New Marketing, and you can transform your organization into one that thrives on the new rules.

Our job is not to sell businesses cool, new thing. Our job is doing the right thing:

Conversational Marketing is not about one-off campaigns.

Conversational Marketing is about researching, dissecting and analyzing organizations. And then move the whole organization into the new marketing reality. It might be changing the call center success metrics from ‘How many people did I process?’ to ‘How many people did I help today and offered a positive brand experience?’ It might be a full-blown conversational marketing campaign. It might be a change from email form letters to real email conversations.

Whatever it is, conversational marketing is a long journey. A life-changing journey. For people. And businesses.

New Marketing-whipped cream and a cherry on top-isn’t magical. What’s magical is what happens when an organization uses the New Marketing to become something it didn’t used to be-it’s not just the marketing that’s transformed, but the entire organization. Just as technology propelled certain organizations through the Industrial Revolution, this new kind of marketing is driving the right organizations through the digital revolution.

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