The 4 C’s of Digital Marketing
April 1, 2009• Control, or lack thereof – realize that you don’t have control anymore. Any customer is capable of writing a newspaper(blog), hosting a radio show(podcast), or producing a TV series(Youtube). They get to choose what they want to say, whenever, wherever and however, and best of all, they are also capable of reaching more audiences than a Super Bowl commercial.
• Connect & Communicate – establish connections with your (best) customers, and connections among them. Identify your tribes and tell you stories. Make the stories genuine, relevant, and most importantly, remarkable. Once the tribe members start spreading your ideas, you win. Otherwise, you lose. There is no middle ground.
• Commit – there is no overnight success. Every overnight success story has years of hard work behind it. Nor are there any shortcuts. Every great brand we have seen for the past 10 years is built on stories that their tribe members can relate to and choose to pass on to others. Make big promises, over-deliver them, and repeat the cycle.
