eMarketer reported another useful insight today in a report called: Learning to Work with Social Networks: A developing medium offers new targeting options.
I beg you to please remove the idea of Social Networks from your vocabulary and focus on the key phrase.....New Targeting Options.
There is, as of today, no successful and scalable retail marketing strategy that leverages social networks in the manner that most people think.
Social Tools? Yeah...that's what we are talking about. How can a Retail Marketer leverage Social Tools to drive their business objectives?
The number one most effective Social Tool is a Blogging Platform for Search Engine Optimization. Substitute the term "Social" for "Human". This entire phenomenon is telling marketers one thing: Stop with the Branding and focus on human to human interaction. What we are suggesting is that you have a two phase blogging program. Step one is to engage as wide a net of employees as possible to create content (blog) and phase two it to organize that great content around topics and keywords instead of individual "thought leadership".
If you have many blogs that are targeted to specific keywords, and you are feeding those blogs with relevant, human generated content frequently...well that turns a Social Tool like blogging into a New Targeting Option that is the holy grail for retail marketers.
And it's easy!
I beg you to please remove the idea of Social Networks from your vocabulary and focus on the key phrase.....New Targeting Options.
There is, as of today, no successful and scalable retail marketing strategy that leverages social networks in the manner that most people think.
Social Tools? Yeah...that's what we are talking about. How can a Retail Marketer leverage Social Tools to drive their business objectives?
The number one most effective Social Tool is a Blogging Platform for Search Engine Optimization. Substitute the term "Social" for "Human". This entire phenomenon is telling marketers one thing: Stop with the Branding and focus on human to human interaction. What we are suggesting is that you have a two phase blogging program. Step one is to engage as wide a net of employees as possible to create content (blog) and phase two it to organize that great content around topics and keywords instead of individual "thought leadership".
If you have many blogs that are targeted to specific keywords, and you are feeding those blogs with relevant, human generated content frequently...well that turns a Social Tool like blogging into a New Targeting Option that is the holy grail for retail marketers.
And it's easy!
