Earlier last week I was contacted by a large consumer products company with a problem. It seems they had hired “a social media expert” to help them develop and launch their social media marketing but now that ship was adrift and was getting pounded by the rocks under the waves. Not only was it poorly executed but what they had done so far was costing them business. Their social media “expert” was hit and run. He told them what to do but not how to do it within THEIR culture and industry.
The “SheSpeaks/Lippe Taylor Women’s Buying Behavior Index” provides context and insight into the key drivers of shopping and purchasing from a woman’s perspective. Taken from a survey of over 2,000 women nationwide, this report uncovers how women are feeling about everything from family finances and disposable income to how they are using digital and social media to browse and “window shop.” This is the second quarterly release of data designed to help marketers better understand buying habits and forecast trends of American women.
Two in ten online consumers indicate that, in the past month, they have forwarded a link to an article about a brand or product (19%) or to a brand’s or product’s website (19%) to someone in the past month, while 15% have forwarded a link to a brand’s or product’s video. Surprised ? Where do you think consumers are going to turn when they eant information on your brand or product? If you answered Facebook you don’t get ice cream after dinner today.
Mike Proulx at Ad Age says “social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.” He couldn’t be more right and we have brands and agencies to thank for the this demise.
Never assume that something cannot be done. Challenge your assumptions and do things differently. One great way to get ahead in business or in life is to ask all the questions everyone else just glosses over. Try and challenge the limiting assumptions others work under and you can zoom ahead. The simple dynamic is most people and almost all organizations just try to deal with the current situation as if it is locked in stone. If you get busy asking questions that rock the boat, you just might uncover an opportunity nobody else has noticed.