Direct Marketing Observations

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What Should Be The Outcome of Brand Conversations in Social?

Direct Marketing Observations

Do big brands actually have conversations with the people/customers/prospects that friend, follow and fan them? Do consumers really want the following conversations? Tom: “Maybe I should buy Famous shoe brand x shoes and walk to work, it would be quicker!” Leads, conversions and sales right? Happiness?

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Internal/External buy-in to social media is tougher than you think

Direct Marketing Observations

They may want to be part of the conversation but it’s not the same as mine, or the same for other similar organizations or competitors. What level of buy-in and to what extent of buy-in internally do you need with social media in order to be successful externally? It’s all over the board. Which begs the question.

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The Uphill Battle of Social Media Buy In

Direct Marketing Observations

As a practitioner, before you can have meaningful conversations about those possibilities, you need to have that conversation about how to cover the ass of the employer when their rogue employee does something stupid and lets everyone know it-which is then picked up by every major news outlet around the world.

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The Key to Success in Enterprise Social Media

Direct Marketing Observations

You see, the challenge in your organization as it is in every other B2B organization, is that solving for X in social media, boils down to closing the chasm between conversations and conversions. Conversions in social media in general, in the purest sense of the word, can be few and very far between. Buy our stuff.

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Search Drives the Purchase, Social Influences it… A Little

Direct Marketing Observations

Search drives the intent or consideration to buy, and social locks up or seals the intent and turns it into a conversion. Interestingly, the research show that search alone is still a powerful tool in online buying intent, behavior and research. In a recent GroupM Search and comScore study this has pretty much been verified.

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On Being Relevant in Digital

Direct Marketing Observations

Yes we live in a digital age and yes we live in the age of social media and yes it’s all about the conversation. what digital, social and the conversation have done is that they snap a piece of relevance onto everything that we now come in to contact with. Chew on that.

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Social May Artificially Validate Motivation and Intent But…

Direct Marketing Observations

You have everything that is needed except actual people, buying customers and or web traffic if you will. You’re thinking that if you meet, follow, friend and like enough people that you might be able to sell them on your product or they will find your site and buy. You decide to make it social. Is there a workaround for that?

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