Showing posts with label social media marketing. Show all posts
Showing posts with label social media marketing. Show all posts

Tuesday, July 15, 2008

A Different Perspective On Social Media Marketing

By: Dr. Augustine Fou, SVP MRM Worldwide

Virtually every advertiser is asking for it. They have all heard about examples of YouTube videos going “viral” and reaching millions of people practically overnight. They have read the stats that say modern consumers’ top trusted source for information is “people like them,” that they don’t trust advertising, and that virtually everyone does research online before making purchases, even if they make the purchase offline. So advertisers have quickly jumped on the bandwagon of “social media marketing.” But doing social media marketing usually takes the form of brand pages on MySpace, Facebook fan pages, or YouTube channels of brand videos.

Doing “social media marketing” right is a different story entirely. The landscape and the consumers have changed, but known and comfortable ways of doing advertising have not (yet). Advertisers are coming from a world of meticulously crafted brand messages being blasted out at people through one-way media like TV, print, or radio — to a world where consumers can tune it all out at the press of a button. Modern consumers, who have too little time and are “information overloaded,” reject this form of “being shouted at,” no matter how clever or entertaining. However, when they are ready to make a purchase, they do their homework by researching online and reading what “people like them” have to say.

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Saturday, October 27, 2007

Missing Link Marketing™

Author: Dr. Augustine Fou, Marketing Science Consulting Group, Inc.

In the "age of too much information" marketers need to focus on the information that customers need to get from "considering to buy" to actually buying. These missing links force a re-focusing of marketing messages and methodologies from pushing a benefit message out to allowing the customer to pull the information they need during their own research process.

Missing Link Defined     

What's the missing link?

- works for any product or service - reveals consumers' actions during the purchase decision - deliver practical information efficiently - give consumers what they want rather than what advertisers want to give Assumption

- the next evolution of marketing exists in a landscape where users reach out when they need something and ignore EVERY SINGLE marketing message that is "shouted at them" through traditional one-way channels such as TV, print, and radio. Instead at the moment they want something, who can better and more efficiently deliver the exact info they need (and no more) to help fill that "missing link" that gets the customer to the purchase. How missing link marketing works

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