Net ways to hit target
The headline on todays IT In Business from SPB is …. Bye bye blogs, hello Bebo!. The exclamation mark is all mine. It’s all about marketing’s very tricky jobs of getting us finicky (and in-a-recession-so-not-spending-money) consumers to spend some money.
Thing is, marketing is tricky business. I know because I used to work in it (it was a long time ago), You try something and an exact measurement of how and to what extent it works is actually hard to measure.
The latest is that blogs are not the way to go. Engaging with the customer (called EWTC) for short is to be done through social networking sites like Bebo and Facebook.
The SPB tells us about the experience of Pat the Bakers (yup, the bread guys) and their adventures on Bebo. It seems to have given them a lot of interactive exposure (as opposed to the passive experience of watching the cheery guy on their tv ad telling us to wake up early), and it cost them a mere 1.2% of their advertising budget. How much of the 1.2% and customer interactivity can be turned into actual sales. Hmm, it cold be good!
Even if the sums cannot be computed, the relationship marketing can only be good. Building brand awareness is a big part of selling units of your branded products. The direct contact with customers is there to be used. An example is given by Brendan Hughes of FBD Insurance on exactly this. Personal contact with an irate poster initiated by Brendan turned a negative into a positive.
The human touch is never going to go out fashion. Now, we have tech tools to enhance that touch and organisations can be closer than ever to their customers. It’s a case of figuring out how to do it constructively.
Now, if only we could convince the 65% of orgs who block employee access to these sites to see the value…..