Things I’ve Learned from Lately #28

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter social media marketer. Hopefully, they’ll help you, too.

Reaching Consumers Based on Behavior – Nate Elliot writes in AdAge that marketers need to rethink the purchase funnel and view channels the way consumers do: used for reach (build awareness and get brand into the consideration set), depth (tell a brand’s story) and relationships (serve existing customers).

Key Takeaway: Marketers should understand how their consumers use various channels to build and maintain connections with brands. It’s the consumer POV that matters. Marketers may have an idea of how to use a channel, but if consumers don’t agree, it won’t be successful.

From Buzz to Business Results AdWeek shared the perspective of many brands integrating social media into their Super Bowl ad buys. Marketers, including those from GoDaddy, Century 21, Pepsi and others, expressed that while social media is important, they’re focusing success on business results.

Key Takeaway: The conversation is shifting. Brands still want to create social “buzz,” but thankfully, that’s becoming the means to an end. That end is business results.

Conversion Matters – eMarketer released an article that found that, while Facebook, doesn’t dominate conversations when people are watching TV, it is the most influential when it comes to getting people to watch a show.

Key Takeaway: Most of the social TV conversation revolves around Twitter, but it’s important to note what is actually delivering results for broadcasters. Sometimes marketers focus too much on size of audience and too little on the channels that are converting customers.