A recent Forrester report stated paid search matters most for new customers, email matters most for repeat customers, and social tactics are not meaningful sales drivers. Correlating this data, ExactTarget surveyed more than 700 consumers (ages 15+) in its 2012 Channel Preferences study, and 77% responded that email was preferred over social media for communications for promotion offers.
Opt-in email and click throughs driven by paid search represent private acts of engagement that occur deeper in an online sales cycle.
While the linear sales cycle has been disrupted by online media in the past ten years, buying still represents a process.
Many brands struggle to integrate traditional media with interactive environments. In particular, social media can challenge entrepreneurs and marketers.
Here are three easy tips to repurpose traditional media for digital environments:
1) Take Photos in Physical Locations
Often you will see novelty items in an office or storefront. These items show office character, and help customers get a feel for the personality in your underlying corporate culture. Continue reading →
When you see a strong, social visual interface like Pinterest or Instagram, or even the revitalized Facebook and YouTube interfaces, you realize how far social search has to come. Search engines are generally not visual, don’t port well for sharing to networks, and are closed to commenting.
I wrote the introduction to the eBook, which features experts debating the myths they see, and their version of social media truths. Reading it revealed a few truths to me, too. The following is a version of my introduction to The Naked Truth…
First (and my myth buster), rules offered by social media experts don’t mean much unless you want to be a second tier version of this person (or business).
Even some of the opinions in the eBook offered starkly contrasting views.
It just reminded me that rules are meant to be broken, particularly when it comes to self-created etiquette. Continue reading →
GetGlue, a social network that allows people to check-in, discuss and refer TV programs and movies, now has more than 3 million users and 500 million posts. Representing the crest of a massive wave, GetGlue embodies the spirit of the social TV trend.
Social TV integrates online media experiences with traditional broadcast media, making social (and to some extent mobile) a core feature of the fully transmedia experience.
Marketers can capitalize on this very real opportunity. According to Nielsen, 68% of people view TV while using their tablets several times a week or more. Another 64% do the same with their smartphones. Continue reading →