Hello SOTGC community,
We’re on information overload – an information explosion and we want more. The amount of information available in our inbox, social networks, and friend’s testimonials through social connections is making it difficult and extremely challenging for marketing gurus to connect with customers. According to Yankelvich Research (2013) the typical person receives on average 3,000 to 20,000 marketing messages a day. This includes stickers in a grocery store, your inbox ads, social networking site ads, and labels on clothing. When the study narrowed down the number of messages we see on our virtual sites, it’s much lower – 247 images per day and most likely only half attract us to take notice. Our brains can’t process this many messages in such a short time. We can’t notice, judge, or absorb 3,000 visual attacks each day.
I traveled to New York City recently to speak at the national Foundation Center. The sun was setting and the backdrop was beautiful and I had some free time after dinner and decided to take a walk through Times Square. I stood at the top of the bleachers near the theatre district sales office and was quickly overwhelmed by the countless advertisements. They were everywhere from the tall buildings, on sides of the tour and city buses, taxi cabs, and people as walking billboards. The lights of Broadway were flashing around me as I sat and watched the people walk by and I had to ask myself – as a creative digital marketing expert, which of these advertisements will make a connection with at least one of these many tourist here in Times Square? What I witnessed was people connecting through their desires and wants. When they wanted to find a restaurant, they were searching their hand-held device or calling a friend back home. When they wanted to learn more about Off-Broadway plays and ratings, they were searching their hand-held device. I wondered, were they really connecting with the big-dollar advertisements, or were the advertisements there for tourists to enjoy its beauty of colors?
Good marketing campaigns cut through the noise and connect with consumers by emotionally stimulating their interest to investigate and buy their product or service. Marketers are great at crafting advertisements.
Now, I want you to consider your social networks and your efforts to provide content. Your content needs to be serving, not selling. Technology is providing immediate access to consumers, and consumers want immediate access to you. What are you offering them? Social networks are where professional and personal connections collide.
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Do you know how many twitter followers Kim Kardashian has? It’s something like 20 million! She battles Obama for the number of Twitter followers. Obama is President of the FREE world. Friends of mine were having a conversation recently and asking, “What does Kim Kardashian (Mrs. West) do exactly?” I couldn’t let this question go; I had to find out because I wasn’t sure myself – although during the conversation I supported Mrs. West by remarking, “she and her family know how to market.”
According to my resource, Yahoo, Mrs. West is a model, makeup artist, and stylist. She started out as a personal shopper for wealthy friends. Below is a reader’s comment labeled “Best Answer:”
“Well, she does not have one job that she goes to everyday – she has multiple income sources. Her career is modeling. She is a celebrity so she makes money from appearances, modeling, and sponsors. Also, she has her own clothing and perfume line. All of these things contribute to her salary. She really does not need to work because her dad was a very successful lawyer and left them a very big inheritance when he died. Her contract with E! also brings in a solid and consistent source of income.”
I bet if I were to research longer I would find more on Kim Kardashian and her income producing J.O.B.’s. However, she is smart to use her social networks to give her followers what they want … she’s not promoting her jobs. You may like the Kardashians or not, but they are great at marketing themselves. Or perhaps smart at hiring a great marketing coach.