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Tag Archives: social marketing
Are you teaching a class when you should be hosting a party?
Most brands' and stores' greatest single asset is the goodwill of their customers. And most do little to leverage this goodwill for marketing gain. There's a fallacy in marketing land that just because you have a presence on social networks, you are doing "social" marketing. But when you look a bit closer, you see that most social initiatives by brands look a lot like traditional marketing and merchandising, just in a new place. The essential idea of "social commerce" is: connect your shoppers and customers directly to each other. Not only does this help turn your shoppers into customers, ... read more
Forrester: Social marketing will move from test to mainstream in 2010
A new Forrester report predicts that 2010 will be the break-out year for social marketing. Online retailers, presumably, will be affected by this more than anyone. Internet Retailer has a nice write-up of the report. Forrester subscribers can get the full version. Here's the summary: In 2009, the majority of interactive marketers tested Social Computing tactics, ranging from Facebook pages to blogs and communities. In 2010, marketers will move out of test phase and treat Social Computing as a mature channel, setting budgets and establishing formal listening and measurement plans. This maturation will push the value of Social Computing and its ... read more
Is Social the new Search?
According to a new Nielsen report, 20% of “social consumers” now discover content through their social contacts, instead of through search engines or content portals. Commerce is a type of content. This means that for “social consumers” (defined as those who spend 10 percent or more of their online time on social media), Social could become the new Search. What can online retailers do to tap into this new trend? Deploy tools that let your shoppers discover your products by looking at what friends and neighbors bought.
Strangers or friends?
The communications agency Universal McCann recently published a report called "When Did We Start Trusting Strangers?" looking at how much more influential the advice of strangers has become in purchase decisions since the rise of social media. Brands better not ignore this call to action -- like it or not, the phenomenon is real and powerful. And in many ways it's a good thing, putting more pressure on brands to produce superior products instead of just superior marketing. But it's not entirely a good thing. To the degree that these anonymous interactions replace authentic, personal ones, they represent lost opportunities. We ... read more