Similarities exist between politics and marketing.
Indeed, politicians are marketers, and citizens are customers. Consumers’ share of purchases,
not unlike the count of votes, is a reflection of a brand’s power. And brand campaigns, like
political campaigns, have historically been one-way communication.
The shift in the balance of power from marketers to consumers mirrors the shift
in the political landscape. Marketers have lost a significant degree of the control they once held
over their brand’s communication as consumers increasingly take the lead in discussing products
and brands online.
Just as the governments strive to retain votes, corporations need to adapt to the
social age to maintain and grow their market share.
The formation of social cloisters and the spread to misinformation further
complicates marketing efforts. Marketers must respond with speed to protect their brands from
fake reports that could damage their reputation, and they must ensure their messages penetrate
the cloisters they target.
While brand missions are not as potent as political ideologies and the business of
making soap, soda, or soup may not attract as much attention as governing a country, marketers do
face considerable risks and challenges. They do not have the luxury of time to reflect and respond.
Consumers can easily switch allegiance from one brand to another on their next purchase occasion.
To succeed in the social age, marketers need to
learn and adapt. Of utmost importance is the need to listen, connect and respond
to the conversations in a way that protects and promotes their brands.
