May 28, 2008

Bob Bly vs. Robert Scoble: Old School Ideas vs. Newbie Technology

Bly's old-school thoughts on Facebook and Social Media and Direct Mail vs. E-Mail. Scoble's response.

Let's transition some of that discussion into the context of running a multichannel brand. Who's up for a test?

Who would be willing to execute this test within the context of their own brand?
  • Customer group #1 is marketed to via direct mail and catalogs.
  • Customer group #2 is marketed to via e-mail.
  • Customer group #3 is marketed to via direct mail and catalogs and e-mail.
  • Customer group #4 receives no direct mail, catalogs, or e-mail. They are simply left to the seductive wiles of social media.
Place your bets, folks ... which group drives the most sales and the most profit?

Social Media folks ... would you be willing to stand behind customer group #4? Or do you need the help of direct mail, catalogs, and e-mail (and paid search and portal advertising and affiliate advertising and shopping comparison sites) to succeed?

Your thoughts?

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...