In my previous post I discussed how we marketers fight different battles in Social Media and Mobile Media, but the *mission* for which we’re fighting is exactly the same, namely: Integration of these Disruptive Media into the Marketing Mix.
That post focused on the battles (and obstacles!) we face as they pertain to acceptance from the corporate community and standards from the industry's players. It was more internally based vs. outwardly, market based. So in this post I want to turn my attention away from captains of industry to focus squarely on CUSTOMERS.
I want to look at marketing goals, not marketers' missions. And while B2B marketing is my preferred focus, I should point out that this advice wholly applies to B2C marketing as well. That said, my advice is this:
In Social Media and Mobile Media, your *Goal* with your target audiences is exactly the same: To Get YOUR Brands Into THEIR Worlds.
And the way into their worlds—whether as part of their online communities (social media) or securing a presence on their Web-enabled handheld devices (mobile media)—is through the value your brands provide them. High levels of value will get your brands into their worlds, lack thereof will get your brands ignored.