How Marketers Will Spend in 2011

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impactnow
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Community
impactnow   1/31/2011 11:26:24 PM
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Absolutely agree-the word engagement is being used allot in Social Media discussions, however  engagement can happen in multiple ways, it is not exclusive to social media. Creating relevant communication with our target audiences is the key to engagement and getting the feedback that can help businesses evolve to anticipate their target audience needs.

smkinoshita
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Agree 100%:  you market where your audience lives.

The only thing I can add is to be aware that where the audience lives can change over time without notice.  That's why engagement pays off, no matter what your media.

Doctors and detectives both use engagement to find critical clues to solve their problems, so should marketers.  A little bit of casual, human conversation just might reveal the message one should be using, or the emerging new home for the audience that could be the next big opportunity.

And the thing is, engagement is possible through any kind of communication.  Over the phone it's pretty obvious, but print can share 'letters to the editor' and email just has to drop the 'no reply' element.  It's not the media, its the listening.

Steve Saunders
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Re: community?
Steve Saunders   1/30/2011 8:39:53 PM
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it's true - lots of arrows in lots of covered wagons!

alvanbenschoten
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Re: community?
alvanbenschoten   1/30/2011 5:41:47 PM
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I agree Steve. Community, in my opinion, is an important part to branding, marketing, SEO and more. It is a great way to build an audience and, well, a community, to share ideas, make contacts and share information.

My guess is that community is still sort of in its infancy from a marketing standpoint, so many companies just aren't sure how to effectively utilize it.

Mitch Wagner
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Re: Skype
Mitch Wagner   1/30/2011 10:40:48 AM
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Interesting, Keith.

One tip for Skype is to have the image of the other person located as close to the camera as you can get it - that way you appear to be making eye contact. 

kdawson
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kdawson   1/29/2011 1:59:53 PM
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I hadn't used Skype much until this week. I'm finding it a curiously disengaged medium. Eye contact just doesn't work right. Each party is looking at their screen, usually at the image of the other party or at their own image. The gaze is centered at least a few degrees off from looking directly at the camera, which is what would be required to present the other person with the illusion of a direct gaze. You can't both present a direct gaze and see the other person's eyes. As a result, I find I don't even try for eye contact; I'm looking wherever when I'm talking. Perhaps this bad habit formation is the video equivalent of one's writing style degrading after too much practice with IM/Twitter abbreviations.

Mitch Wagner
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Re: community?
Mitch Wagner   1/29/2011 1:20:26 PM
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Tina - Rather than the phone, I prefer Skype videoconferencing nowadays. I like to see the face of the peson I'm talking to. Unfortunately for them, that means they see mine.

 

Tina
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Marketing where you audience lives
Tina   1/29/2011 9:46:35 AM
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"Should you be measuring what consumers are doing and fit your marketing to that?"


I think so.  When we first started using social media in my day job, we played around with every channel out there with our audience in mind.  I actually set up an account on Second Life (anyone remember my log-in information?) and as I got in there, I realized it wasn't our audience.  They would hate it.  We currently use Twitter and Facebook as our primary channels.

Our consumers are also still reading print media, so our paper newsletters continue to go out.  We have started an e-newsletter on top of that, but it will probably be a very long time before paper dies for us.

 

Tina
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Re: community?
Tina   1/29/2011 9:41:48 AM
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I liked Terry's comment about using the phone and not getting a response.   Apparently, I'm "old-fashioned" because that's still my preferred method of communication.  I'll have emails going back and forth about setting up a meeting and have to ask "why in the world are we doing this"?  I call the person and it takes two minutes to set up a time, rather than reviewing our calendars through several emails.  (Not to mention the time typing).  So for me, I'm going to keep calling... provided people will actually answer.

Mitch Wagner
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Re: community?
Mitch Wagner   1/28/2011 3:19:32 PM
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Young people? Maybe not. But as they get older they'll find they have to write a few paragraphs.

The email newsletter as a marketing medium has survived and prospered through many Internet revolutions -- the Web itself, social media, video, podcasting. Will anything kill it?

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