The Value of Conversations vs. Mass-Messaging

If you read my last post, you'll see a great example of an agency focused on creating conversations through Social Media rather than blasting a message out to a larger number of consumers. When it comes to a smaller event, like the one Iris was communicating about, it makes a lot more sense to have smaller, focused discussions around the event rather than the traditional mass-messaging. But does it work in all cases? Of course not. If a brand wants to maintain its awareness or has a broad message to promote, traditional marketing may work best. But let's take a deeper look into Conversations vs. Messaging:

The Time Factor:

Conversations: This would probably be the biggest hindrance to brands trying to develop conversations with their consumers. It's true, building a lasting relationship with someone takes time. There will be ups and downs, fires that need to be put out and celebrations that need to be shared; so yeah, cultivating a relationship will take time.

Messaging: If your brand has the financial stability, sending a mass message takes little time. Sure, you will have to spend some time crafting the message and make sure that it is displayed when and where you want, but after the fact, you can sit back and see what kind of response the message gets.

The Support Factor:

Conversations: A company may not see the value in directing resources around a conversation but it is important that there is a lot of support in developing these conversations. While there may only be one "voice" for the brand, it should have a lot of support in place. Both pre- and post- conversation, it is important to realize this. A fully supported conversation will last longer than one that is developed and supported by a single resource.

Messaging: Support for a mass message before it is displayed is very important. There usually needs to be assistance in strategy, audience development, placement, etc. But after the message is produced and displayed, little resources are needed.

The Longevity Factor:

Conversations: This aspect of marketing is why creating and cultivating conversations with consumers has become more important than simply mass messaging. Companies and Brands alike need to understand that creating conversations with consumers is truly the only type of communication that will lead to a long relationship. This will undoubtedly help attract more revenue per consumer which in turn will lead to a more beneficial growth rate for the business.

Messaging: Unfortunately, most messages do not live much longer than they are intended to and if they are it is usually because of some aspect of social media or WOM that has kept it alive.

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I believe that Brands need to figure out the right method to make their messages stick while contributing to the conversations developed around the brand. By participating online and off, Brands can continue to lead the conversations as well as send smart, sound messages to a large number of people.