Conversation Marketing: The Conversation is the Thing

Christine Fife

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Marketing Thought for the Day

Hi all! Due to back surgery and a big contract I’ve been working on, I’ve been totally MIA for blogging. Shame on me. But I’ve got some great topics coming up. Check back soon.

In the meantime, here is a marketing thought for the day.

If you have to lie in your marketing communications to get people interested in your product/service, you’re working for the wrong company.

Too many consumers think that marketing is just about tricking people into wanting things they don’t need. I don’t practice this and I don’t advocate it. I believe audiences for all products, services, programs, political or social campaigns are much to smart for this, and besides, it’s just flat out wrong.

People will always need goods and services and they’ll always have personal social interests that they want to spend time focusing on. And there are tons of people on this planet! There is no need to lie to anyone or trick anyone into something they don’t want or need. Be honest with your audience and give them valuable information to help them fulfill their wants and needs. If they choose another product/service, perhaps you need to consider your competitiveness in the market space. If people just aren’t aware of your offering as an option, than you need to figure out how to participate in the market conversation more effectively.

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More Stories By Christine Fife

As I drove off to college I never would have guessed I would end up here! But it’s been a fantastic journey. My career has been richly diverse giving me an advantage over marketers who are siloed into niche positions. I strive to be a true Renaissance person—I love to learn about everything and trying new things comes naturally. My career has been no different; I’ve successfully launched enterprise software and medical device development startups, improved communications processes for the regulatory department of a major financial exchange, increased client business and product development for several international exchange program companies and founded an international educational non-profit organization. My master’s degree in Integrated Marketing from Golden Gate University gave me a broad understanding of traditional marketing best-practices, but my BA in theater gave me the skills to understand how people communicate with one another and the importance of promoting a brand in a voice that is right for the audience.