2010 Resolution follow-up #3 – Get out of the one or two channel rut

By February 17, 2010General

One-channel marketing is dead. If you are stuck on using only one or two channels, you are missing opportunities in today’s market. Marketing strategies to incorporate and maximize all of the new channels are moving at the speed of light. So it’s time to get educated and get on board.

Ask yourself, how do your customers really prefer to be communicated to? What are they comfortable with? This is ever changing because you can’t count on any group to be completely homogeneous anymore – the baby boomers have changed that forever. But what you can count on is people will select the ways they want to be communicated with if you allow them to.

So, if you are thinking of adding a new medium to the mix, choose one and start learning. Let’s take Facebook as an example. There are some interesting insights into Facebook demographics that you may not know. In a 2009 survey by iStrategy Labs (http://bit.ly/jvY0G) it showed:

  • With a 276.4% growth rate over 6 months, the 35-54 year old demographic group is growing fastest.
  • The 55+ segment grew at a rate of 194% over 6 months.
  • Although the largest group is still 18-24, they only represent 40.8% of the users now (down from 53.8% the previous 6 months).

So, even if you specialize in something geared toward the older demographic, it would be good for your company to have a presence on Facebook. Engaging customers and starting a conversation is going to be the focus of new marketing. Consumers are educated users of media and they want to manage where brands go. Brands are no longer defining themselves without input from customers. If they are, they run the risk of alienating their best customers who want to be more engaged with the brands they like.

Setting up a Facebook page does take time, planning and dedication. You can’t go on social media and scream your product promotions or company line. You need to make the site a place where people want to go and congregate, where they can get content that’s interesting, informative and fun – and share ideas. There are many good sites out there to look at. Here are a few:

http://www.facebook.com/frye

http://www.facebook.com/target

http://www.facebook.com/BuffaloWildWings

The best way to learn is by getting out there and doing it. Check out our Facebook page – join in and tell us how you’re doing!

http://www.facebook.com/dtrio

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