Steve Rubel, SVP, Edelman Digital, spricht in einem Interview auf der Blogging World Expo vor einigen Wochen darüber, was Marken jetzt in “Pull-Zeiten” tun müssen:

“They have to be in the places where their stakeholders spend the time and to be there in a relevant way. And second they have to think adopting different messages to each place. you do one kind of story one kind of messaging, say youtube which is the longer form video; but do something in an even shorter form, more customer service driven in Twitter. So have to really adopt it and you finally have to be discoverable: you have to make sur ethat everything you create and generate is discoverable for your search. And that people that build the biggest footprints online will do well for your search”.

Menschen und Marken müssen sicher gehen, dass sie digital findbar sind. Die Zeiten des Push-Marketings sind eben längst vorbei.

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