Social Media Today: Social Media Marketing – Actions Speak Louder Than Words
The author defines “action-based marketing” – marketing that focuses on leveraging collective social actions to influence consumer decisions and ideas – and suggests how it can be used.
“Social technologies are changing the way consumers make decisions. As social tools get more advanced and consumer adoption grows, our attention spans decrease and the focus shifts from talking to doing. You don’t have to be a gossip queen or great communicator to tell the world what you think of this business or that product, you can share that with the push of a button now. The value is shifting more and more from what people are saying to what they’re doing, making talk cheaper than ever.
Northern Illinois University department of Interactive Marketing defines interactive marketing as a conversation, not a one-time transaction. But is it really about a conversation? I argue that what we are seeing now is not interactive marketing which focuses on the individual consumer and “conversation.” Instead, we’re looking more at Action Based Marketing in which the focus shifts from individual conversations to collective social actions. It is these collective actions that the action based marketer can leverage (with the help of technology) to incorporate strategies that deliver actions to influence consumer decisions and ideas.”