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.
In addition to social training, grooming social advocates within your company also requires that they have access to content. Naturally, you’ll be publishing content that’s brand related for them to share. However, don’t make it a one-way street.
Winning in Service Markets, winning in every market… is all about customer experience. Marketing/Communications/Customer Service are all interconnected, and in order to deliver an OmniChannel experience Externally, you must create an OmniChannel culture Internally!
Social reach and frequency are tangential to good marketing, as long as your content is relevant to your market. How many times does a potential customer or partner need to see your message before they convert? You might as well ask how many licks it takes to get to the centre of a Tootsie Pop (remember that old TV commercial?). Some will bite after a dozen licks; for others, it’s three—depends on where your audience is in a given moment when they see your message.
The person who came up with the concept of “social listening” probably didn’t intend for the name to be ironic, but here we are. So many brands treat social listening as little more than another item on the analytics checklist. They look at the numbers, check out the latest social marketing content, come up with an idea, and then work backward to make it fit their own audience. If they’re really ambitious, they might take a spin through the mentions on the company’s branded social pages (before promptly going back to ignoring them).
If you want to be heard above the growing social media “noise,” you need to first listen to your consumers so when you do speak, you get it right. What are they saying, what are they feeling, what are their pain points, what solutions do they need?