Wednesday, 3 December 2008

Data Driven: Everything in its place!

There is a place for everything and the place for retail is online! And the place of advertising is not social networks. I have reported in previous blogs the power of social networks as the fastest growing and most compelling place for consumers to get brand information and make buying decisions. I have also noted that in this consumer driven space conventional advertising is not only ineffective, but unwanted.

Research continues to confirm this. We see more and more persons of all socio-economic backgrounds moving online to find their information and entertainment. It is necessary to understand the unique dynamics of this space before launching in. This is a space driven by communication at a peer to peer level. This is engagement marketing, not distraction marketing. Businesses that understand this will be successful. Those that don't may find themselves without clear understanding why their most brilliant advertising strategies fail to garner attention.

Points to take away:

  1. The place for business to be is social networks
  2. The place for advertising is NOT social networks

Hitwise Intelligence - Heather Dougherty - US: Traffic to Web-only retailers increases on Thanksgiving and Black Friday via kwout

No comments: