פיטר גילסון הוא מומחה בינלאומי לשיווק ומיתוג. אנחנו נעזרים בו רבות ונהנים מנסיונו העשיר. תוכלו לצפות בפרופיל שלו ב linkedin (מחייב רישום בכניסה )

Companies may be on the internet, but most are not really in the internet

What does being in mean? Using the power of the internet beyond giving information, to creating relationships with people

When companies put their brands on the internet, they do so in most cases as some form of information library, or store shelf. 'Come and see what I have to offer – whoever you are – read, digest and buy – if you like'. But is this all there is? What about a looking for relationships

After all a brand is a subject not an object, and thus it speaks. Shouldn't a brand be looking for people who it can dialogue with over time, people who it can share its ideas with, people who it can help and so on. Creating a social network

Take most companies and look at their websites. Over 80% provide no way to dialogue. (except for the black hole of 'contact us') They have no idea who comes to their site who wants what and so on. Being on the internet is like being on Television. Watch me but don't talk

However, there is hope. The world of Web 2.0 invites all of us to dialogue peer-to-peer and brand-to-peer and back. All it needs is a little imagination on the part of brands to set everything in motion

Whether it's widgets, co-collaboration innovation forums, blogs, social networks and so on, there is ample opportunity to dialogue for only small investments. Talking and listening and talking again can bring each brand a world of knowledge and each consumer a world of supportIt's time brands moved forward and stopped playing king. Time to roam around the kingdom, listening and helping the subjects to lead more interesting, more fulfilling lives. Time to start a relationship with your subjects, and find the prince or princess, before they marry someone else

קטגוריות: כללי