Some might have already seen the signs/messages on facebook and twitter. I am moving. Both job and city, which is really exciting for me!
I have been given a good offer in my hometown Hamburg, so I finally, finally get to move back to Hamburg!
I will let you know more of the details later. But for now, pls excuse the fact that I might put up posts a little more irregularly in the next 2 weeks, since I am very much busy packing boxes…
Reading tip: a post on the way brands should and can use social media in their marketing mix in the future.
In addition to the message that you should now apply the social tactics that you might have been testing sofar in a strategic context. Plus a few casestudies. There could be more casestudies, I am sure. But not that many yet, that we can actually claim that social media are really part of the strategic mindset of brands sofar. (I think.)
In times of overmarketed standard target audiences, everyone is trying to find new potential in niche audiences. The new trend is not about a niche per se, because moms are a large segment in general. But not on the net. Online, this segment is not yet properly covered and targeted, even though some studies seem to point out the obvious.
In Germany, there are several sites competing for this apparently very lucrative target audience. Two that I know of are netmoms.de and mamiweb.de. Looks like there is a real run on covering this segment all of a sudden.
Caff now pointed me to several posts/stories about marketing to moms on the web:
The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog. If your product or service passes the Alpha Mom test, it’s gold. That’s why the nation’s biggest marketers, from Procter & Gamble to General Motors to Nintendo, are focusing on this remix of the modern mom.
The combined study found that 69 percent of online moms subscribe to 1 to 5 retail emails. The study also reported that 86 percent subscribe for discounts and coupons. Also, online moms are more likely to click through emails that include product pricing (62 percent) and photos (61 percent).
When marketing to moms, you need to take advantage of the networks they build. Moms love to talk about what they’re buying, so if you have a good product or message, the word will spread. Virtually all new moms join some sort of play group or support group, so it’s wise to get your message across to these members.
If moms are your target market, you can forget about trying to buy their loyalty with cutesy graphics or long-winded offers. Today’s email-savvy moms respond to price discounts and free shipping in email messages from a handful of trusted senders.
At DMNews, there is a column about the impact of social media on email marketing, which is quite interesting:
Today’s younger generation is the single best predictor of future behaviors. And right now they are leveraging multiple social Web sites: MySpace and Facebook to chat with friends, Evite to send party invitations and LinkedIn to stay front and center for new business relationships. E-mail for these users has become a tool used strictly for the purpose of collecting business information — special offers, promotions and business information.
As we increase our usage of social networks, our use of e-mail will inevitably decline, reducing the success of e-mail marketing campaigns. Marketers need to take the time to understand what sites their users are comfortable in and then evaluate marketing opportunities in those spaces.
I don’t think it’s only that. (But it will be a large factor.) The other email killer is things like skype and other chat tools, mobile phone messaging, and RSS.
For any communication with your contacts, ther is a better way than email. Or at least there will be. With spam still filling most people’s inbox, they will undoubtedly move to other, uninterrupted channels and only open their email accounts to separate the „bacn“ from the spam.
So email marketing is not dead, as people will continue to use it. But in the next 5 years or so, we’ll probably see a shift in usage patterns, decreasing the target audiences attention to email. It is now, that we need to test the alternatives, so that we have working tactics in the future.
Try out producing widgets for facebook, offering RSS feeds (this should already be a no brainer!), sponsor chats and communities (or offer them yourself), and may be start advertising on the long tail of the web…
Having written about a weekly digest of social media, I have overlooked this one here. Same idea: weekly links about the most intersting stuff from the social media news. Not sure who was first, but both are worth looking at.
Wo ich sonst so bin...