Comments on: Market to Change Customer Behavior, not Attitudes http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/ Sat, 26 Jun 2010 05:48:05 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Joe Pulizzi http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1316 Joe Pulizzi Thu, 24 Apr 2008 14:28:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1316 Great post Paul. As I read this, I couldn't help but think of b2b magazines. They had the opportunity to focus on creating more tools that actually involved a behavior change. Unfortunately, most did not a capitalize on this, and now we see where they are headed.<br/><br/>Any media business that doesn't focus on a specific behavioral action is pretty much doomed to failure. Attitude changes don't bring in revenues. Great post Paul. As I read this, I couldn’t help but think of b2b magazines. They had the opportunity to focus on creating more tools that actually involved a behavior change. Unfortunately, most did not a capitalize on this, and now we see where they are headed.

Any media business that doesn’t focus on a specific behavioral action is pretty much doomed to failure. Attitude changes don’t bring in revenues.

]]> By: Tracey http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1286 Tracey Tue, 08 Apr 2008 19:11:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1286 Hi Paul,<br/>Very interesting discussion. As a consumer, my behavior is often affected by online product reviews. Marketers can use social media to address negative reviews and perhaps even to spur consumers to write good reviews. On the B2B side, however, I'm still not totally sold. The picture will become clearer when we see more testing. I'd like to see more rigorous testing along the lines of what Duncan Watt did. Hi Paul,
Very interesting discussion. As a consumer, my behavior is often affected by online product reviews. Marketers can use social media to address negative reviews and perhaps even to spur consumers to write good reviews. On the B2B side, however, I’m still not totally sold. The picture will become clearer when we see more testing. I’d like to see more rigorous testing along the lines of what Duncan Watt did.

]]> By: Paul Dunay http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1285 Paul Dunay Mon, 07 Apr 2008 00:50:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1285 Paul<br/><br/>thanks for the comment - wow I love that kind of feature in a CRM system <br/><br/>I had seen another one that took it a step further and looked up members of the board, senior execs and execs that either went to your school or worked in companies you (the sales person) worked at in the past <br/><br/>taking it a step further Paul

thanks for the comment – wow I love that kind of feature in a CRM system

I had seen another one that took it a step further and looked up members of the board, senior execs and execs that either went to your school or worked in companies you (the sales person) worked at in the past

taking it a step further

]]> By: paul everett http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1284 paul everett Sun, 06 Apr 2008 23:46:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1284 It's perhaps more one-to-one than you mean, Paul - but social media seems to be lending itself to the more practical sales side.<br/><br/>Last week I saw a demo of Oracle's latest online CRM offering - headline functionality being that it automatically looks up connections on facebook and LinkedIn between the user and the prospect in the system.<br/><br/>So if I'm chasing a deal with Bob, I can see that I'm 1 step away from him on LinkedIn via Joe (who just happens to already be a very satisfied customer of mine...).<br/><br/>Perhaps a sign that people are trying to capitalise on some value in social networks and affect behaviour through them?<br/><br/>Moving away from one-to-one, I think your point about the right content in the right place for the right prospect/customer is key - if it has the effect of driving them closer to taking a meeting (or being willing to pay more, or more likely to buy) then marketing's use of social media stands a chance of proving as much value as sales' use of social networking. It’s perhaps more one-to-one than you mean, Paul – but social media seems to be lending itself to the more practical sales side.

Last week I saw a demo of Oracle’s latest online CRM offering – headline functionality being that it automatically looks up connections on facebook and LinkedIn between the user and the prospect in the system.

So if I’m chasing a deal with Bob, I can see that I’m 1 step away from him on LinkedIn via Joe (who just happens to already be a very satisfied customer of mine…).

Perhaps a sign that people are trying to capitalise on some value in social networks and affect behaviour through them?

Moving away from one-to-one, I think your point about the right content in the right place for the right prospect/customer is key – if it has the effect of driving them closer to taking a meeting (or being willing to pay more, or more likely to buy) then marketing’s use of social media stands a chance of proving as much value as sales’ use of social networking.

]]> By: Paul Dunay http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1283 Paul Dunay Sun, 06 Apr 2008 02:23:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1283 linafuh<br/><br/>Interesting comment - I am intrigued by your statement that marketers cant affect behavior and I see your point<br/><br/>I think the fine line is to allow give the user/customer/prospect the type of content that interests them enough that it ends up affecting them by the experience they have with it linafuh

Interesting comment – I am intrigued by your statement that marketers cant affect behavior and I see your point

I think the fine line is to allow give the user/customer/prospect the type of content that interests them enough that it ends up affecting them by the experience they have with it

]]> By: linafuh http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1282 linafuh Sun, 06 Apr 2008 02:09:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1282 I'm probably one of the hardest person to market to - unless I'm in the mood to "listen" I just don't. I'm all for the pull versus push. I'm all for SEM. I think now more than ever, it's all about the power of the user/customer. I don't think marketers can affect behavior with social media but I do think users/customers will define their behavior for you. Social media finally gives users that power. I’m probably one of the hardest person to market to – unless I’m in the mood to “listen” I just don’t. I’m all for the pull versus push. I’m all for SEM. I think now more than ever, it’s all about the power of the user/customer. I don’t think marketers can affect behavior with social media but I do think users/customers will define their behavior for you. Social media finally gives users that power.

]]> By: Paul Dunay http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1281 Paul Dunay Thu, 03 Apr 2008 14:15:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1281 good point Paul<br/><br/>and further to that point - in a recent informal meeting I had with a CMO I asked her what is the #1 thing she would change about her marketing organization and it was to decrease her DR activities <br/><br/>It just wasn't paying off for her anymore good point Paul

and further to that point – in a recent informal meeting I had with a CMO I asked her what is the #1 thing she would change about her marketing organization and it was to decrease her DR activities

It just wasn’t paying off for her anymore

]]> By: Paul Chaney http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/comment-page-1/#comment-1280 Paul Chaney Thu, 03 Apr 2008 03:44:00 +0000 http://www.aboutfacedigital.com/blog/2008/04/03/market-to-change-customer-behavior-not-attitudes/#comment-1280 This reminds me of comments John Battelle made in a two-part series (so far) on his blog where he talks about how social media being a catalyst for brand marketing, as opposed to direct response marketing. <br/><br/>He goes so far as to suggest brand marketing is the next evolution of the Web and that passionate online communities are the environment in which it can thrive. <br/><br/>As such, he seems to agree with your surmise that social media does not lend itself as well to DR. This reminds me of comments John Battelle made in a two-part series (so far) on his blog where he talks about how social media being a catalyst for brand marketing, as opposed to direct response marketing.

He goes so far as to suggest brand marketing is the next evolution of the Web and that passionate online communities are the environment in which it can thrive.

As such, he seems to agree with your surmise that social media does not lend itself as well to DR.

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