Get a Set of Digital Ears
Lester Wunderman once said that 21st-century marketing is all about engagement. Now, Ned Madden provides a digital take on that concept: "Standard publicity-seeking and market feedback measurement practices have been transmogrified in the socio-digital realm into a new discipline called digital media relations (DMR)."
Madden says that B2B companies now seek to hear what prospects and clients are thinking: "… [T]he B2B world has energetically embraced the grand online colloquy known as the two-way, talk-back conversation." Some key DMR elements:
- Marketing meets PR. In DMR outreach, "PR pros craft the messages, enter the dialog, and make the introductions that ultimately lead to the client finding active partners and buyers," Madden says.
- Marketing meets blogging. DMR constantly seeks to engage in conversations in the blogosphere. "In addition to popular industry-specific blogs, another example of prime DMR targets are the community bookmarking sites such as Digg, Yahoo Buzz, Mixx, Reddit, and Del.icio.us."
- Marketing meets SEO. DMR activities are a natural fit for SEM/SEO processes. Example: press releases. A DMR focus implants key words in releases that get your company name front-and-top in search results lists—and help it go viral.
The Po!nt: Today a strong DMR focus is crucial. "Social media-based approaches to B2B marketing—treating business contacts as consumers first—emphasize listening to what those contacts have to say," Madden concludes.
Source: E-Commerce Times. Read the full article here.
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