The most important thing to note is this: Sometimes consumers don’t like that what they see is now ‘targeted’ at them. Dmitri Siegel of Patagonia said ‘We saw customer frustration at being targeted outweigh any benefit.’ However, personal customization can also increase online sales and repeat visits according to Kurt Heinemann, CMO of Monetate.
Monthly Archive: June 2012
Every once in a while an idea comes along that’s so powerful and outside-the-box it deserves even greater recognition. The campaign to save the local library in Troy, Michigan is precisely that. Simply put, it’s remarkable.
When you take the time to ask the right questions of your core target audience, you always learn something unexpected. Don’t forget, you’re not trying to find out more information about your own products, what you really want to know is what’s happening in their own lives right now, and where does your brand fit it in?
From now on, standard practices for social marketing aren’t going to generate the kind of results brands like to see for the investment they’ve made. It’s going to take a big idea that’s integrated into a broad spectrum of traditional and social platforms.
The simple truth is: it’s not a captive audience. When people stop sharing your content, it reaches fewer of your fans to begin with. Because part of Facebook’s formula is that it doesn’t send out your wall posts to all your fans. But it does reach more of them when you have a high sharing rate over time. So, you’re rewarded for being entertaining. And engaging. And funny. There’s a kind of justice there.