Page 127 - Social Media Marketing for Dummies

IN THIS CHAPTER
» What it means to be a marketer

» Being socially responsible

» Being accountable to your company

Chapter 6

Understanding

a Marketer’s

Responsibilities

ver the last two decades marketing has changed dramatically. Without a
doubt, the most significant change has been transformative technologies
Obringing new opportunities for ways in which we can engage and sell to
our customers. These new technologies help us understand our customers much
better, directly participate in conversations with them, encourage customers to do
some of the marketing for us, and then sell to them in very different ways. For
example, can you imagine spending $500 on a cellphone twenty-five years ago?
Or having conversations with customers spread out around the world about their
needs in real-time via those phones? Some of us didn’t even have cellphones then.

With these new opportunities to market and engage with customers comes
responsibilities that marketers didn’t have to consider in the past. Responsibili-
ties that you have to take very seriously if you want to continue earning the trust
of your customers. In this chapter, we discuss what it means to be a marketer in
the social media age, the new responsibilities that come with this change, and
how marketers need to think about all their constituents moving forward.

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