For the initiated, and those who have
wet their beaks in Digital Marketing, today’s times are really exciting.
And yet, there is constant pressure for marketing strategies to evolve
constantly. There is a big shift happening in the way information is
served and utilized.
Information is now all about “newness” and “nowness”.
It is dynamic, constantly reinventing itself to stay in the rat race
for attention. It is just not about standalone pages or browsers
anymore. It’s more about streaming content, about relevance in constant
churn, about adding enhanced value to your user segment, all of these
building a conversation for a symbiotic relationship with a user
segment.
Streams of Data, Not just static pools
Much water has flown under the internet
highway since the advent of Really Simple Syndication (RSS). Social
media networks have taken center stage and dynamic information is served
and lapped up in myriad ways. The possibilities are endless – A chirpy
tweet about an event real-time, a face-off with a corporate ambassador
on face book, a stumble upon on your new proprietary IP micro site, a
techno-rati-ing of your corporate blog, rank boost on a Wikipedia link
etc.
Amid all this noise, it is quite
important to make sense of the signals. Especially for B2B marketing
which has to make sure that this shift in dynamics is effectively
leveraged to generate awareness, drive leads and nurture relationships.
Swimming with the tide of dynamic information
The moot point here is whether this
accent on immediacy of information holds intrinsic value for B2B
marketing. Yes of course. Ignoring this new shift in information
distribution would be a no brainer. The key here is to use these social
streams to row people to your site and ensure the site is sticky enough
for him to decide in your favor.
Social streams can help build reputation
and trust that can help connect with your customers. In lots of ways
it gives B2B marketers an easy way to participate in conversations that
are about them. It is still early to tell though. Plunging into the
stream would be the easy way to find out though.
This paradigm shift has come to stay and
technology will be its prime driver. With Twitter going one up on
Google on real time search stakes (an earthquake this minute appears
faster in twitter than on Google) this information shift could forever
change the way even a search result looks.
