[inlinetweet prefix=”” tweeter=”” suffix=””]Data, big data, whatever you want to call it, is costing brands a lot of customers and leading to bad marketing.[/inlinetweet] Too many brands are drowning in data that they can’t see their customers and they are losing prospects because they are afraid to get a cup of coffee without having big data to support their decisions. 

loyaltyAccording to a COLLOQUY study today’s avid social media users want to be surprised and delighted. They love, for example, receiving personalized deals that are relevant to them. Just be mindful of the “creepy factor.” Consumers of all stripes don’t enjoy feeling like they’re being stalked. Marketers can do their parts by making their messages highly relevant and interesting to their audiences. And acting like a real PERSON – that means being mindful of personal privacy and not continually trying to sell them, but it also means listening to them and understanding the true dynamics of a conversation.

If I had to sum up a theme for new marketing it would be “quality over quantity”.  Too many marketers are still obsessed with numbers especially numbers that don’t mean a whole lot like impressions, reach, frequency and number of people that like your brand on Facebook.  Now don’t get me wrong Facebook has a substantial number of users but I would rather have 10 people on Twitter who talked with me than 100 on Facebook who “liked” me.