Apr 1, 2007 12:00 PM, By Jeanniey Mullen

In the old days, marketers became very proficient at the standard ways of communicating with customers: mail, phone and face-to-face. We mastered critical techniques like how to leverage the Johnson Box, or the Post-it note trick.

But then the digital realm emerged. Smart advertisers and marketers were exposed to communications not only over the Web, but also inside the e-mail box.

Today's world is a consumer-driven media extravaganza: a world where marketing has become reliant on loyalty and advocacy; a world where viral marketing and word-of-mouth can lead to the success or death of any one campaign.

Mastering consumer-generated media doesn't need to be daunting. Here are three top tips to become a digital dialogue guru.

1. Don't just advertise on social networks. Harness their power. These sites are not just for youngsters. Many adults — 30-to 60-year olds — are among the most frequent contributors to social networks. These communities offer the author a chance to express their opinions on various topics and receive feedback from other readers. At www.Gather.com, for example, a woman wrote about how soap is made. Her posting appealed to a variety of readers: teachers, chemists, homemakers and more. Imagine the impact her post would have had on future soap purchases if she had mentioned the brand name she enjoyed using best.

2. Grab onto the “long tail” of blogs. Blogs are one of the biggest contributors to a real change in the way we approach marketing. Called “the long tail effect,” the phrase was coined by Chris Anderson, who states, according to Wikipedia, “products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough.” Bloggers can often create a buzz within their group of supporters to drive attention and sales in areas that would have not historically been noticed. Identifying ways to share your company's product information with long-tail bloggers can result in an authoritative and trusted recommendation to a number of loyal readers. For more information on the long tail techniques, visit www.thelongtail.com.

3. Let the customer define the words to help you sell better. One of the most popular types of e-mail marketing, or sticky elements of a Web site, are polls and short surveys. Asking for input or opinion allows marketers to gain insights about the consumer and how to better market to them. Imagine the impact you would have on a digital dialogue if your questions are crafted in a manner that allows the customer to define your marketing approach. If you have ever been involved with product marketing, you will appreciate this concept.

In the end, digital dialogues are nothing more than the basics of good brand and direct-marketing practices: relevant content, defining an experience and building a relationship. Success comes from testing and trying new ways to approach your customers and prospects in the areas where they enjoy online interaction.

Jeanniey Mullen is the senior partner, senior director, Email Marketing 2.0, OgilvyOne Worldwide, New York.

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