Consumer vs. Marketer Control? Stimulated vs. Authentic CGM? Time to Stop Talking and Start Listening.

Sometimes I love the self-referential debates in the blogosphere. Last week I, apparently along with the rest of the marketing-blog universe and the New York Times, posted about the Chevy Tahoe foray into “CGM”. The campaign sparked a series of reactions from outrage to kudos across the community. The Church of the Customer Blog hosted a lively debate on the topic. Of course GM responded with typical marketing double-speak. (And really, did we expect them to do anything else?) 

The overall discussion of “authentic” versus “stimulated” CGM and whether the consumer is in control was on insightful. Jim Nail provided a thoughtful postscript on the whole incident today. But I would offer an additional idea for consideration. 

One of the greatest distinctions between old-school marketing think and “Marketing 2.0” is the idea that the consumer leads, instead of the brand. What this means is that brands and marketers need to listen first, then act. Americans love cars and driving. We’re a big country and our choice of car and path somehow speaks to our pioneering, adventurous spirit. There are thousands of car clubs and blogs. I bet if Chevy had done some research and had listened first, they would have learned that there are Tahoe fanatics out there who could effectively speak on behalf of the brand. These folks are likely making their own “authentic” CGM … and at the very least have real credibility with other consumers. Next time, Chevy might want to listen first, then post. 

Additional note: kudos to Mack Collier and the guys at Beyond Madison Avenue for their 100,000^th visitor . I’m a big fan of the blog and happy to enjoy their success.

 

Technorati Tags:

Advertising, CGM, Chevy Tahoe, Citizen Marketing, Marketing, Social Networking, Web2.0

Comments

[Mack Collier]

Thanks Leslie! I found MarketerBlog a few weeks ago, and its been a daily read ever since. Keep up the great work!