You create websites with information on the benefits of your products and services so visitors can self select and seek to engage with you further. And, cleverly, you optimise your websites so people can find them when they go looking on the Internet.
Once you have access to some customer data, you use direct marketing techniques to interact and take some fledgling interest further.
Its all a big investment and a real pain but it’s worth it because you know you can’t please all the people all the time so you set your stall out to talk to those who might be interested in what you do.
Then social media comes along. Big platforms. Huge audiences. What potential. But its all so… social. If only there was a way to leverage it for my business?
Targeted advertising. Yeah, I can bash people using social sites in their downtime with messages about my brand. I’ll get massive ‘opportunity to see’ and a huge amount of click through. Right?
Wrong. A recent survey by Addvnatage Media in Marketing Week showed that 79% of consumers claim to rarely or never pay attention to adverts on social networks.
There are ways of making social media work but in my eyes intrusive targeted, behavioural advertising isn’t it. You might see a short term spike, but you’re doing a whole long-term worth of harm to your brand and reputation.