Marketing is evolving from telling the same story to everyone, to telling unique stories to individuals. There is more value in marketing when you can identify your customers and when you are able to serve them on an individual level. Technology takes care of the easy part (personalization and segmentation), but the difficult part is being left for you.
The trouble with starting a two-way dialogue is that you’ll need a direct permission-based connection. And in the hyperfast no-time-to-wait society we live in, you want to have it immediately, no? If you are like most marketers, you’re looking for an idea on how to launch your program overnight and to grow a big audience immediately. But it takes time to build that. (Sure Google+ gets 25 million visitors in a month, but that’s Google aiming to become the biggest social network).
When you connect with your customers and have their permission to contact them, you have an audience that wants to hear from you. Even better, you have an audience who wants to buy from you.
Moreover, when you have a loyal audience you can grow it easily (e.g. with tell-a-friend viral campaigns), you can use your customers to develop better products, and you can upsell and cross sell those customers. No need for big budget ad campaigns. No need to buy any third party spam lists (they don’t work anyway). You have an audience of your own, right at your fingertips. But you need to start somewhere.
Start now and build your audience over time. Start before it’s too late.
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