Commentary
Reversing the Communications Arrow
- by Karl Greenberg , Staff Writer, September 19, 2008
This B-to-B effort by MRM Worldwide for Intel asked IT pros about Intel's processor technology. It used social media to facilitate the conversation.
Says Fou, "The old way of messaging has always been the marketer out; we have brand message you hear it. The words Intel uses are highly technical, so for them it's how much simpler can we make this? but it's still their jargon. engineer's jargon. The analogy is, the conversations around the water cooler, but not with socialmedia sites, those conversations are archived online. if companies take the time to look there, they start to hear words people are using. If we go customer inward, reversing the marketing arrow."
Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.
