Talking to prospects when prospects can talk back.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
There are four things to know about what we now call the social media.
First, it’s media – a means of communication, a medium, not of itself a magic carpet. Which means that its value lies in its ability to convey ideas and facts to a vast world of viewers. Which means, as well, that we’re back to the old computer nostrum of “Garbage In, Garbage Out.” Or to paraphrase another (if contrarian) view, it’s not the medium, it’s the message.
MORE: How and Why Client Service Teams Work | When Clients Think They Know Marketing | How to Put Target Marketing into Context | Everyone in Your Firm Is Marketing | Accountants vs. Lawyers: Who Wins the Marketing Battle? | Professional Services Marketing Requires Flexibility | How to Set Marketing Objectives
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Second, it substantially changes the world of marketing. In the old marketing, we talked to people who couldn’t really talk back (other than by buying or not buying what we were selling). Very primitive and cumbersome.
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