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"Orbius has the potential to alter the shape of the social media landscape in the same manner Salesforce.com reshaped the CRM market."
There is a conversation going on today that wasn't happening at all five years ago and hasn't been very much in evidence since the Industrial Revolution began. Now, spanning the planet via Internet and World Wide Web, this conversation is so vast, so multifaceted, that trying to figure what it's about is futile.
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| Social marketing breaks all the rules we were taught at an early age and makes many “corporate types” very uncomfortable. You know, the unwritten rules everyone learns by telepathy at birth: be pleasant, be brief, do not speak down to your reader, do not use big words, do not use obscenity, do not make yourself the center of attention. First and foremost, do that all-important market research. Find out what your audience wants to hear about. Ask their permission. Successful social marketing breaks down the walls of tradition into individual conversations that do not require permission or approval. The point is that the Internet has made it possible for genuine human voices to be heard again, however different they may be from the cautious mainstream broadcast media. |
Until today, only larger corporate brands and very innovative early adopter marketers could afford to build their own brand-safe
online communities.
Orbius’ low-entry cost gives less well funded marketers the same community-building capabilities larger brands spend significant dollars to build and maintain. |
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| Brand Marketers are being pressured on all sides. The traditional marketing mix is changing dramatically The tension continues to mount as Interactive Marketing is changing at warp-speed. And Interactive Marketing is less expensive to execute. As more customers spend more time online, it's clear that marketers must look for ways to better engage them in this environment. The signs of change are all around us. Just take a look at the website (below) that Paul Gillin manages, where he is tracking the demise and layoff's of the Newspaper industry. So marketers are getting it. And the newspapers aren't... |
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These changes are leading marketers to a brave new world. A world where your customer has gained more power through knowledge. The slide below begins to show some of the changes from a world with of high degree of brand control to a world with less brand control. In the end, because of search solutions such as Google, customers are a click away from researching information from your competition. There is no ignoring the freedom that we all have to research and learn. Successful marketing today is about adopting to the landscape and excelling in the environment. |
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