Most kids who are born and coming of age during the 21st-century will never experience the world as it was before mobile phones and devices. And forget about ever talking them into unplugging from technology. This makes me a little sad. Why?
Let’s think about marketing campaigns: TV, radio, print … you can’t really develop a relationship with someone through any of those marketing channels, can you? However, with social media, marketers are presented with a way to have two-way conversations with consumers. You can actually develop deeper relationships online … and it doesn’t matter if you’re B2B, B2C, ginormous, or teeny tiny. The best part? Compared to the traditional marketing channels social media is pretty low cost.
Admit it, you’ve already got the Tina Turner classic “What’s Love Got To Do With It?” in your head now. And if not, just take a little break and listen below (YAY 90s music!): Mission accomplished. Now on to what LOVE has to do with emotional marketing …
Recent articles have pointed to email marketing as a powerful medium; maybe even more so than social media. However, it’s surprising to me that so many marketers are still ignoring one of the single most important tactics used by successful email marketers: Segmentation. Segmenting is the process of putting subscribers into “buckets” or categories so they may be specifically marketed to with a product or service they show an interest in. If you aren’t currently using segmentation tactics with your email marketing, you’re probably training your audience to ignore you.