You might know me as a positive guy if you have read, listened to, or watched my stuff over the years. I strive to be that way, especially when I’m interacting with others, but it’s never been an automatic thing for me when evaluating myself. In my younger days – still young, by the way, or at least like to think I am (Attitude, Perspective… Mindset) – I was my own worst critic. It was a challenge then, and it’s something that I still work on to this day.
Marketers love re-targeting, and it’s a pretty natural, if misguided, instinct. This person bought something, or looked at something, they seemed happy enough about buying it, so let’s not let the party end without getting them to buy even more. We all experience it as consumers. Spend a few hundred dollars on a new phone, pick up all of the standard, relevant accessories, and there’s still no chance you’re making it to the exit door without getting bombarded with very special offers.
The key is harnessing the power of social influence in a compelling way that connects authentic story-telling with brand and product interaction. This is a radical departure from the current media and eCommerce environment as consumers seek information when and where they want it vs. proceeding along a predictable purchase path. Mobile is accelerating this behavior leaving many retailers, brands and publishers perplexed about how to capitalize.