- "We started our Twitter presence back in 2009. We currently have 449 followers, though we sell $60,000,000 of merchandise. We've sold $2,000 on Twitter in two years. In fact, we think we've also sold $2,000 via Facebook. We do what we're supposed to do, we listen to customers, we engage customers, we offer discounts and promotions. Nothing works."
... we have to ask ourselves a question.
- What percentage of our current customer base and prospect base is comprised of Traditionals, Transitionals, and Transformationals?
Catalogers, by and large, cater to Traditionals. So we have to ask ourselves ... what about Social Media so improves the shopping experience among Traditionals that Transitionals would abandon catalogs, websites, email marketing, search, and any other channel in order to instead use Social Media to initiate commerce?
Be honest ... what about Social Media so improves the shopping experience among Traditionals that would cause Traditionals to abandon existing channels?
This is why various channels "don't work" ... we fail to align a marketing tactic with the audience most likely to embrace the tactic.
Kevin,
ReplyDeleteWhile I agree with your approach, focus on what works, I will say, "Customer Buying Cycle". Awareness, Consideration, Close, Retention.
So, looking at the numbers, awareness could be generated by social media, or other social content: white paper, webinar, web video, blog, etc. From the sound of it, the catalog speedens the "Consideration to Close stage" more effectively than other forms of media.
Perhaps, Consideration phase may even involve looking at the catalog, but regardless one form of media might influence the customer early in the process, and I think being a good marketer is all about narrowing down what that media content was.
So maybe estimating:
What's Influences My Customer During Awareness Phase:
Catalog - 67%
Testimonial - 40%
Twitter - 35%
Blog - 32%
I agree, first determine your objectives, then set goals, and then create campaigns to carry out goals. But, who's to say what is most effective during each stage, let the data do the talking. This way, you can better evaluate your success.
keeron marc
Buying cycles have a lot of theory surrounding them ... you will be hard pressed to find a 62 year old customer influenced by Twitter, and you'll be hard pressed to find a 26 year old customer influenced by catalogs.
ReplyDeleteI 100% agree with you in theory. In practice, it just doesn't work that way very often.
The point here (which I agree wholeheartedly with ) is good old fashioned segmentation and channel preference. If your audience is 50+, it's unlikely Twitter will show up on their media consumption profile. Likewise if you are a technology company targeting affluent 20-35 year olds, Twitter might be just the thing. Social is just another tool in the mix - the fact that so many brands have waded in just because they feel they should is a damning reflection on the discipline of Marketing in 2011.
ReplyDelete