http://216.35.68.239/research/articlesbysubject/displaystory.cfm?subjectid=526352&story_id=10102992
This interesting article from The Economists writes about the new phase of marketing brands to social networking sites. Where the social networking sites like Facebook will allow marketers to review specific information about a person and tailor an ad to suit that persons taste. We can see it already on Facebook with the right hand column popping up ads that may interest us.
With this new marketing strategy comes the ever so popular "is it ethical" argument. During any debate on the subject, the argument on whether this become an invasion on a person's personal site comes up. Does a marketer have the right to monitor my activity on the web and then send me ads related to my searches? Then there is the other side of the debate. Why did it take them so long to do this? Or, how was Facebook going to make money anyways?
Both sides have legit points, but I feel that once you establish an online presence, then get ready for all the bells and whistles that come with it. This is the an amazing way for advertisers to target customers and a relatively inexpensive way as well. For instance, Facebook has a feature that states that you can become a fan of something and let your friends list know that you are a fan. Like, I am a fan of U2. This fan page allows me to connect with other U2 fans on Facebook and discuss what we love about the new album (which is amazing) and what we don't (Get on your boots is about the worst U2 song I've heard). Inevitably people on my list who are fans of U2 but have not joined this group will be inclined to do so. If I was the brand manager of U2, I'd be very interested to see the dialogue going back and forth on cyber space about how the fans feel about the new direction of the band.
Similarly, there are a thousands of Fan websites about products, music, movies, books out there that will only help brand managers understand what exactly the public is thinking.
What are you thoughts?
I totally agree with you on the points raised in your post. Like you highlighted, the close relationships established through this media helps users to connect and businesses to hear directly from them.
ReplyDeleteThe sour part of this whole thing is how constructive criticisms are handled by these businesses. I feel this is a critical aspect for businesses to focus on.
For example, a beauty company e.g Mary Kay should pay more attention to the 'negative comments' or issues raised in its social networking forums .
This is because it is more likely for a regular fan or user of its products to better identify the problem with a particular product or not. That way, product improvements are made to better suit the people that are actually using these products, providing these feedback and most importantly, driving the company's sales-Your CUSTOMERS!
I also agree with your argument. Social media is the easiest, fastest, and a cost effective way for companies to reach their target consumers. They can get feedback from consumers that ACTUALLY use their products/services, and make recommendations. I think the job of brand managers has gotten a whole lot easier!
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