When we say 'markets are conversations', for me it goes beyond the social web. The majority of conversations that impact brand behavior happen offline. Millions of people talk to each other about products and brands and influence each other's buying behavior. These conversations have always happened and thanks to the social web they are becoming even more numerous.
When I look at online conversations, I conclude that the internet is primarily a place where people find each other. Brands and companies come second. Even if advertising is extremely targeted, that does not mean that people will suddenly stop sharing their personal experiences with products and services with their online friends. We know from research that information that comes from someone in our circle of acquaintances or a peer scores higher in terms of trustworthiness than information that brands send us, no matter how targeted it is.
Finally, targeted advertising is a great conversation starter. The moment an ad becomes relevant, people start sharing it. This not only increases the overall reach, but also the overall impact of the message. In each of these three situations, people connect and share brand experiences that can influence other people. Targeted advertising is an important new tactic that brands can use to start consumer conversations.
Furthermore, I do not believe that tracking behavior will be enough to increase the iran telegram data efficiency of advertising. Tracking someone’s behavior to target them with more targeted advertising is a smart use of technology. But strong advertising is about emotions, about touching the heart and soul of the target audience. Targeting may become easier, but it remains just as difficult to be relevant. How can we make content more relevant?
Moreover, if you target people in the perfect way, the importance of the right content becomes even greater. The only solution is to involve the consumer in the creative process. The future of social media marketing is not so much about the availability of technology, but about the relationship we build with consumers. Companies that can integrate the voice of the consumer into their decision-making processes will score in two areas:
They will make better decisions: by listening to the right consumer, the chance of making the right decision increases;
They create a small army of brand ambassadors. People who are part of a team are more enthusiastic. Make them part of your team and they will help you where they can.
In short, for me the future of social media is not about technology, but about consumer integration. Reserve a seat for the customer in your marketing organization. Not a marketing organization with brick walls, but a space where it is not clear where the company ends and the market begins.