"What really baffles me is the demands that brands make of social media marketing when they pay a fraction of the price to use it. They’ll hire interns and junior staff to run it, they’ll lowball agencies and consultants (“I pay you what for a couple of FB posts?! I can get my kid to do that!”), they get impatient and want instant results without being willing to invest the thought needed or take risks, they’ll tack on a social media strategy (which has no strategy) to a made-for-television and magazine ad campaign thinking that it’s yet another direct marketing channel"
When a medium is more ephemeral and loosely connected, it's harder to pin down how to commoditize it, which is I think why SnapChat and Twitter are gaining popularity vs. FB.
What I find most interesting is while people use these mediums to be heard and understood by their peer group, but still seek separation from other groups of people. There's been a lot of digital ink spilled about how Facebook or social media in general has turned us all into self promotional blabberers. Which is true to some extent, but on the other hand the desire for the mysterious and private is still strong.
The third point was my favorite:
"This is in large part because despite the considerable progress being made on computational semantics, even if programs are built that can read vast amounts of online data, computers are still pretty poor at determining what it is that people actually mean or feel."
"But the line between interior and exterior is never clear. Glass Gaze lasted an hour. My iPhone is glued to my hand. The iPhone can’t see inside me, but it’s changed my insides. It has made me more confident in strange cities—I won’t be lost. It puts the sum total of human knowledge in my palm. It has made me more distracted, more connected, more obsessed with pellets of affection from those I love"
Though it has always been the case that advertising only works (or works best) on those who are primed to receive it, social advertising has thrown that reality into the stark light of day.
Opt-in is ultimately the strongest signal of interest. As marketers we should be focusing in on how we get more people to care first, and use that segment as a benchmark for an "addressable market."
For my money, I'd rather spend ad dollars on retargeting folks who have already showed interest (whether that's through traditional retargeting or native). But then there's the problem of patience.
And though ads are not opt-in, they are increasingly becoming opt-out. To use ads as a first touch, I think you have to be extremely targeted and careful not to leave a bad first impression.
"The new Google Analytics advanced segments allow you to reveal visitor insights across multiple visits and tie the customer journey together. Visitor-level data includes lifetime value, campaign source of first visit, days to purchase, etc. – the type of metrics that allow you to look at multi-visit and multi-channel data and the cumulative effects of your marketing efforts. For the first time, we can see the complete journey of our visitors in #GoogleAnalytics."
- Colby CollegeEnglish, 2000 - 2004
- Lawrence Academy1997 - 2000
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