When it comes to traditional marketing, companies are so entrenched in having to define their value statements, and defining them in their marketing messages they don’t even realize that with today’s new technologies and mediums to communicate in, it’s really the customers who are defining what the value is of their products. While company executives are so focused on “features” providing what they perceive is value, they never stop and think about what the person who is plunking down their hard earned dollars to buy the product or service truly perceives as value.
The same can be said of any type of content you are producing for consumption on the internet. In the end it is the audience who is going to decide the value. While you are thinking these are great tips on how to change a light bulb and that’s the value, the audience perceives something else as more valuable about your content. It could be that the tips save them valuable time and money, something you likely hadn’t considered. While you might be thinking certain points of a video you produced about how your product works is the value, the audience viewing it find more value in how it saved them a ton of time figuring out how to integrate your product in with something they are already using, making both products exceptionally useful to them.
Once your audience finds value in the content you are providing, when they truly believe this content is worth its weight in gold, that’s when it has the potential to spread like wildfire. It may not hit the front page of Digg, but if one loyal audience member finds true value in your content they are going to spread it out to their friends by sharing their experience with it. People love to relate the experiences and those experiences, if valuable, are powerful marketing agents all on their own. The notion of “look what it did for my friend Suzie” after Suzie has explained the value she found is a very persuasive tool, and then all of Suzie’s friends relate it to their friends. If these friends are in social networks like Facebook, MySpace, or an Ning network out there, the potential for the content going from reaching just a few people to instead touching thousands is great.
This is why marketers both online and offline need to stop thinking of themselves as the “be all end all” decider of what is of value in marketing messages. Instead of consistently trying to push messages on an audience or customer base, they need to start sitting back and listening to the current conversations going on about what they are marketing and how those current messages are being received and interpreted. By listening to the conversations marketers can learn a lot more about their demographics and how they think, instead of just assuming because they are a certain age bracket and sex or race they act a certain way. Things change in the real world and the internet and the social media platforms that have been created offer marketers access to a huge , unself-conscious and very brutally honest, focus group.
Let’s face it the way traditional marketing, that of continually pushing the message that’s been carefully crafted, has changed. Audiences become banner blind, they fast forward through commercials on their Tivos, they channel hop on the radio because they do not find these messages or this type of content of any value. Marketers in today’s world of instant soapboxes (blogs) and the world’s fastest telephone chain (Twitter, Facebook & even email) have to now understand what the customers are deeming as value and create content focused on that value, not the values they crafted in a sterile office space to make CEO’s and senior management feel better about themselves. Whether companies like it or not, customers are now defining a lot of what a brand, product or service means.