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Making E ective Use of Social Sharing
real connection and value, you need to attract and engage people who are highly in uential, not the ones who are easily in uenced. Too many agencies are just selling tonnage today and what it takes to win is a light touch, not a heavy hand.
So be smart and tell your people to skip these guys. And if they o er any resistance, just remind them that guilt by association is alive and well and that when you associate with dogs, you also end up with eas.
Shameless Sharing
going to spend any time educating the rest of us.
As a result, what we’re seeing – and what the digital economy now enables and can deliver – are more and more cases where the smartest customers are becoming their own media buyers and building their own tools to get the job done. ey’ve gured out that this new competency isn’t just a competitive necessity; it’s a sustainable competitive advantage.
digital audiences for your message?
Here’s the bottom line: only bozos buy eyeballs.
It’s not about volume or tonnage anymore; it’s about
smartreach.Askyourpeople and your vendors the tough questions. Are you engaging real people or robots? How
do those consumers react and respond? Are they clicking through and buying something from you? Can you invest more dollars (in viable and actual
inventory) and improve your results based on what’s working for you? And can you do this in real time before the moment passes? Can you be there when the buyer is ready to buy?
To win today, you need to do three things:
➤ Your entire ad spend will need to make eco- nomic sense for your business and provide real measurable metrics (and demonstrable results), which are now available if you know where to look and who to ask.
➤ Your agencies and other vendors will need to justify their recommendations and rationalize the dollars they are asking you to commit. Not based on possible future outcomes, or on the distant past, but based on concrete and current data.
Frankly, it’s no easier to understand or explain
the continued popularity of th“e Kardashians than covery tools available to help you reach the right
it is to understand how e Donald is now the presumed nominee of the Republican party. But it’s clear that they’ve both been aided, enabled and enthronedbyaclueless
mainstream media which is
in its own desperate nancial
struggle to drive eyeballs,
clicks and views from who
knows who so they can try
to make their mortgages.
You have to wonder who
imagines that these kinds
of audiences and followers have the slightest value; they’re only as loyal as the next new thing.
Of course, the media guys aren’t alone. ey’re running these scams with the connivance of the TV networks and the big ad agencies which con- tinue to push big-budget TV advertising while the whole world increasingly looks at everything but the nightly network news. e most critical attri- butes of the Internet and the new digital economy are the heightened direct access to individuals, the ability to accurately measure their engagement and their resultant actions, and the remarkable degree of accountability that results. We can discover and measure reach, resonance and reaction in real time in ways that simply were never previously available.
A few smart people are starting to gure
this stu out. ey’re totally focusing on perfor- mance-based marketing, not wishful thinking or last year’s news – and they are going to change the competitive game. And when they do, they’re not
72 | MINd YOUr MarkETING OCTOBEr 2016
So what can you do for your own business to make sure that you don’t get le behind or foolishly spend your scarce resources with people still using broad gauge, shotgun strategies –”spray and pray” style – that are remnants of the old TV network game instead the new price- and value-based dis-
Whatittakes
to win is a light touch, not a
heavy hand.