Marketers need to adopt a more operational mindset to cope with social

Lithium VP also announces research that shows most Australians do not trust advertising but do trust peer online reviews and forums

The role of marketing is increasingly being driven by what happens with the customer after they have purchased a product, and CMOs must take more responsibility as a result.

That’s the view of Lithium vice-president of social strategy, Dave Evans, who spoke at today’s Forrester Summit for Marketing and Strategy Professionals in Sydney about how social is changing the way individuals engage with brands, and why more organisations need to strengthen their social customer experience strategies.

His presentation also touched on Lithium’s new Australian consumer research released today, which found 28 per cent of Australians don’t trust advertising at all. In contrast, 63 per cent trust online product reviews, 60 per cent trust like-minded peer-to-peer communities, and 43 per cent trust social networks.

The research was based on a poll done in Australia by Harris Poll in May among more than 1000 consumers between 18 and 64 years of age.

When questioned about the role CMOs must assume in social strategy leadership, Evans told attendees it was inevitable that marketers deal with the ramifications of customers communicating about their products and services through these new public digital channels.

In particular, he noted the impact post-purchase social conversations have had on the consideration process for other potential customers.

“All this social stuff interrupts the marketing process and buyer journey marketers have set in place,” Evans said. “The savvy marketing person therefore is now moving over into operations.”

The thing that drives conversations in social is not the sale itself, but how the consumer utilises those products afterwards, Evans continued.

“Marketers are finding themselves in the middle of those operations [issues] and they have to start taking ownership of those conversations,” he said. “The reality of consumer expectations today has shifted that job.”

Related: Fox Sports shows sports fans the love with social engagement

Evans also commented on the traditional approach to advertising versus the new two-way dynamic consumers expect to engage in with brands today.

“As advertisers, we have been used to getting to interrupt you in personal or key moments of your life,” he said. “Now as a consumer armed with social channels that are mine, or that I can at least participate in, I have the ability to interrupt your brand. And I am looking for the assurance that you are listening and are as happy to be interrupted as I am by you.”

Among Evans’ key tips for a strong social media strategy are to be the messenger, listen and respond to customers through social networks, give customers a place to connect and share information, review your historical spend mix and reinvest in social, and make a commitment to change.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read More:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

It's interesting when I see posts like this, where big companies are strategizing to position themselves for an effective content marketi...

Dan Ewah

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Great read! Our online platform creates a marketplace for brands to connect with influencers and our integrated Federal Trade Commission ...

weconnect

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in