Do You Hear Me?

Your customers are talking, Tweeting, texting and tubing (YouTubing, that is) and they have a lot to say. Do you, as a marketer, hear them? Do you care? What impact does that input have on your company? How are you changing how you do business as a result of listening to consumers? How do you let them know you’ve heard them? Have you joined the conversation? How do you measure that activity?

These are questions that consumers, especially female consumers, are asking of your business or brand. If you don’t hear them, then you are not listening well enough. There are more channels than ever before to listen to opinions, recommendations and dissatisfactions and those channels are available to you and to your consumers. Active and real-time listening is critical to succeed in marketing with women.

Date just released in the 2010 BlogHer Social Media Matters Study, sponsored by Ketchum, shows consumers are prepared to take action if companies do not listen to them. According to the research, consumers agree — the best way they can influence companies, the products they develop and how they market to consumers is by not buying products. Fully 62% of women and 54% of men are prepared to walk away if they don’t approve of how you do business.

I hope you hear your consumers loud and clear. 

About Kelley Skoloda

Kelley is a Partner and Director of Ketchum's Global Brand Marketing Practice. She is the author of of the business book, Too Busy to Shop: Marketing to Multi-Minding Women (Praeger/Mar 2009) and the architect of the widely-publicized Women 25to54 offering.

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