By Scott Harris
Article written for the Ventura County Star.
Social marketing is becoming more prevalent every day, and that presents both opportunities and risks to marketers. Every new technology presents its own set of challenges, so those of us who utilize these technologies to reach customers and prospects have to find the right balance between engaging and irritating those we are trying to reach.
For anyone old enough to remember answering machines, early users were first considered by many to be egotists. Only a short time later, it was considered self-centered to not have an answering machine and now it’s just assumed that if I call, I will reach you or be able to leave a message.
A short couple of years ago, television commercials ended with “you can reach us on the World Wide Web at…” Only the most forward thinking of companies had websites, and we needed to be guided as to how to find them. And now? Have you made any significant purchases lately in which a website as not involved?
Email is a given, but it wasn’t too long ago that the question was “do you have an email address,” rather than “what it your email address?” For many, especially those under 30, email is already passé, much like having a hard-wired phone line. I recently heard a 20-something describe a relative as “being so old she still uses email.” As an active email user on the downward side of 50, I stopped short for a moment, but realized she was right. To communicate with each other, those under 30 don’t have the patience for email (yes, I recognize the irony as I type the words), but expect the instant response that comes from IMs and text messaging.
Even look at the evolution of watching television shows. Appointment TV is long dead. The idea of someone under 30 watching an entire show, commercials and all at the time it airs is simply outdated. Tivo is also fading as most shows are available now online, and for many, the best parts of their favorite shows to show up on YouTube –reducing an hour of show and commercials to 2-4 minutes of highlights and clips.
The entire world of communication is being reduced to electronic CliffsNotes and rather than being delivered in a little yellow (or blue, for those who prefer Sparks) booklet, they show up 24 hours a day on increasingly computer-like cell phones.
As marketers, our job is to utilize technology to reach our customers and prospects, make them aware of our products and services and entice them to review, test and buy – all the while not irritating them. Paradoxically, we need to be aggressive while remaining cautious. I share this with you because if you want to reach a younger audience (as well as forward thinkers among us with a little grey), you’re going to reach them by cell: text, e-coupon, YouTube, IM, e-blast and Twitter. Your website should be optimized for viewing from mobile devices. Understand that those you’re trying to reach want to be entertained and informed, preferring to buy, rather than be sold. They want it quick, easy and to the point.
At the same time, I caution you – do not overdo it. Push to the point of irritation and you’ll lose them as quickly as they can send a mass message. The trick it to know what is enough and what it too much. What’s the best way to find out where the line is? The old-fashioned way – ask them. Talk to and respect your audience. Ask them how often they want to hear from you, what format they prefer, what message will grab their interest and motivate them to buy. They’ll tell you. The key is to recognize these as emerging technologies, because what works today may very well not work in the fall and certainly not next year. Listen to what you’re being told – directly and indirectly. Trust your customers. Do this and you will succeed. Don’t, and I will be looking for that fax from you asking me why.