4 Things the Best Customer Referral Programs Have in Common

As a strategy and practice, customer referral marketing relies on the built-in trust factor of human relationships—and that’s what makes it such a, well, trustworthy way to generate warm leads and new sales.

A person looking to purchase, say, accident insurance will often ask family members, friends, and even colleagues, “Do you know of a good agent?”Read more


5 Things We Learned about The Ice Bucket Challenge

Written By Janelle Schenher, Account Supervisor

 

This summer I’m sure many of you have seen videos of The Ice Bucket Challenge all over social media like the one above of our coworker Kelly Zenere getting dosed with ice water. Social media was inundated with videos of friends, family, politicians and celebrities soaking themselves for ALS (Lou Gehrig's Disease).Read more


Push vs. Pull Marketing, and “New” Media

 During the holiday season we will be looking back to our best blog posts of the year. Here is number 4.

Number 3!

Push vs Pull Marketing

Crack open any Marketing 101 textbook and you’re likely to find a passage on Push Marketing and Pull Marketing. These are the two basic physics of marketing and they each form the approach for Branding and Direct Response, respectively.Read more


Are you getting paid for that post?

A new form of advertising is starting to spread around your social networks and it may make you think twice about clicking on your friend's latest posting.  A new service is being offered that allows users to share videos and get paid every time someone in their social network views that video.  So, is this going to be another form of spam for social media or is this the next best way to drive conversions?

The concept seems sound and for advertisers this seems like a win-win.  They get access to people's private social media networks and for viewers it appears that their friend is posting an interesting video for them to see.  As long as advertisers are providing unique and interesting content, then their videos should have an exponential reach to their target customers.  And for the people that are posting the videos, they won't get rich, but if they are posting videos that they would normally post, then a little extra cash doesn't hurt either.

Is this going to be the next big way to reach potential customers in a highly targeted way, or will it be written off by advertisers and consumers as another form of spam?  Only time will tell, but if this new channel of reaching customers works, then you might want to think twice the next time you are about to click on that funny video clip your buddy posted.


Re-Think Engagement As Direct Response

AdAge Digital published an interesting article called "The Brutal Truth About Social Media: It's Okay To Be A Little Antisocial". The point of the article was that "most" consumers will "never" engage with your brand or your content, so it's really okay to treat social media like a broadcast medium.

There's some validity to this point in that the consumption of your message and content is a form of engagement. As long as your message gets out there to your audience and they see it, watch it, or read it then your mission may have been accomplished. This has worked for traditional media, so it must work for social and digital too, right?

It might work, but how would you even know it? That's why we believe effective social media marketing is really a direct response approach.

Social media is a wonderful catalyst for incentivizing response from a relatively stable, uniquely measurable, and highly scalable (thanks to viral marketing) audience. These are characteristics that we direct marketers love, which is why you should re-think how you define engagement.

Engagement by most social media standards loosely means fostering a 1:1 relationship with your audience and getting them to "have a conversation" with your brand. But that is really wishful thinking and a misdirected goal.

Brands and organizations need their audiences to RESPOND in meaningful ways that advance their goals. That could be a sale, or an email sign-up, or a re-post, or a download, or a click to a landing page. Or any trackable and measurable action that you specifically incentivize your audience to take.

When you think about Social Media Engagement as Social Media Response, you can begin to apply successful and proven direct response marketing techniques in ways that no other media can.