As we’ve discussed in previous posts, social channels have revolutionized marketing. Social spaces offer a powerful way to interact with your current and potential consumers. Many businesses have a Facebook page and a Twitter handle and are building social media content into their editorial calendar as a common practice. However, many businesses haven’t considered the power of the data within these channels.
Consumers all over the world use social media to connect with each other and willingly share their interests, purchase behaviors, hobbies and demographics. For a marketer, this information is gold. This type of information gathering is unprecedented in any other channel. Consumers are actively and eagerly sharing valuable information about themselves that otherwise marketers could not acquire unless they conducted expensive and time consuming surveying and research.
Why Is This So Great?
For years marketers have had the ability to segment an audience into groups, but social spaces offer marketers the ability to view their audiences behaviors on an individual scale. So, instead of marketing to a broad segment of people, we now have the ability to promote to a specific person, which enables an organization to create more relevant messages and therefore increase conversions.
Imagine This.
You have an email file that your organization has developed over the past ten years. Maybe you know the residence of the people in the file and the last time they engaged with your organization. How does that help you effectively market to their needs and interests?
What if there was a tool that took the information you had and returned an appended file that not only included residence, but also included information on hobbies, age, marital status, friends, places visited, page “likes,” and more? That would provide some serious targeted marketing ammo.
But Wait, There’s More.
What if the appended file that has all of that valuable lifestyle and psychographic information could be segmented even further to provide even more detailed information on the actual purchase behaviors of these consumers? Marketers could perform some seriously targeted messaging and get a lot more out of the advertising and marketing dollars they spend.
The Great News? We’re Working To Make This A Reality.
Giveo is currently developing a tool that can perform all of the appending and analysis mentioned above. We want to put the power of data in your hands and then make that data work for your organization using our powerful software.
Sounds like “magic marketing” to us. What do you think?
What marketing efforts do you think these tools could most impact in your industry?
