Every day it’s more clear the ROI for most business on the Internet is not working as well as expected. Even big ticket advertising suffers because the Internet is myopic.
While the whole of cyberspace is a vast universe and billions of people use the Internet simultaneously, each of us has a very personal experience whatever we happen to be doing here. No two interactions are alike. Therefore, how could marketing be so razor sharp as to create an equally potent and individual marketing experience for every user on the planet.
This is the fork in the road everyone needs to stop and look at very carefully.
To maintain your base of support, whether you have 1,000 true fans, thousands of “Likers,” or you are a global brand name, how do you tailor a marketing plan to make it personal for each of them?
Have you ever seen an advertisement so seductive you really want the product, but feel like you aren’t in their club? The exclusive elitist attitude is the old way of thinking.
This is a major reason PR and marketing will be huge in 2013.
Even the big boys can’t throw enough money at this part of the journey to come up with a formula. They have the big data and behavioral demographics. Their slice of the pie is so huge, individualizing their efforts is going to take a good deal of time.
If you have a rather small fan base, you’re in a much better position to succeed.
Your marketing needs to be about the fan, consumer, or brand loyalist. If you do it first……..it’s a pretty sure bet, they will come. If you do it well, they’ll all stay and bring their friends too.