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Is it just hoopla, or are we talking Marking?
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Ram Charan, the author of the best seller sales management books like “What the Customers want you to know”, and “What the CEO wants you to know” says that in today’s world you can not sell any thing the traditional way. You need to do a “VCS (Value Creating Sales)”, in which you understand the persons problems, completely and patiently, and then offer him a solution to that problem (instead of impressing your product upon him).
In short be “People Centric”, nor “Product Centric” or “Process Centric”. And is being “People Centric” not a synonym for “Social Media”? That proves why and how “Social Media Marketing”, is creating more buzz the world around than any other form of Marketing and sales efforts.
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From Consumer Behavior Point of view we can explain the revolution citing numerous researches which proves that referral marketing (or word of mouth marketing from an either uninterested or trustworthy peer/ source) is 70% more effective than any other form of advertising or promotion.
Also consumer behavior tells us how much a person desist buying something that is being pushed to him and that is why TiVo has become so popular, because it gives you the control of keeping at bay everything that is pushed towards you without your consent. And also it has been proved that when a person has invested in a relationship (as in case of Social Networking a person invests a lot of his personal time and space with his peers), then it creates a cognitive dissonance if he were to reject a message (in this case the promotional message) coming from the channel which he has created with so much investment and hard work.
So if consumers are all normal Humans….. Social Marketing is the Next Big Revolution, and far from being a transitional fad.
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