The Dell Example
With the growth of social media, marketers have learned that simply joining along in an online conversation does not always lend itself to sales.
Time and again, marketers have discovered that there is tremendous value in building brands and relationships through long-term social media strategy versus short-term direct-marketing tactics on social sites
Dell’s Delloutlet Twitter stream is very popular and features a great deal of tweets announcing discounts and special offers – this is an example of what I
mean by effective social media marketing. Keep in mind though, the people who follow the Delloutlet stream know exactly what kind of content they are going to get before they actually choose to follow it – therein is the difference between a great Twitter following and simply interrupting an online conversation to push your product.
Because of their expectations from Dell, they do not turn away from the direct-marketing messages which they find there – instead, they actively choose to follow this particular Twitter stream because they want to be interrupted with the valuable offers which are communicated there.
Time and again, marketers have discovered that there is tremendous value in building brands and relationships through long-term social media strategy versus short-term direct-marketing tactics on social sites
Dell’s Delloutlet Twitter stream is very popular and features a great deal of tweets announcing discounts and special offers – this is an example of what I
mean by effective social media marketing. Keep in mind though, the people who follow the Delloutlet stream know exactly what kind of content they are going to get before they actually choose to follow it – therein is the difference between a great Twitter following and simply interrupting an online conversation to push your product.
Because of their expectations from Dell, they do not turn away from the direct-marketing messages which they find there – instead, they actively choose to follow this particular Twitter stream because they want to be interrupted with the valuable offers which are communicated there.
So, internet interruption and engagement marketing very well may coexist online, though it takes research and planning to achieve much success.
Therefore it is very important to understand who your customers and target audiences are, and what it is that they want from your business. Once you’ve reached this understanding, then you can create the kind of content and conversations which your target audiences want and need on the social web destinations where they already spend time.
