Liked, But Not Bought (Hit, And Miss)


So you're “liked”. So what?

Many people are just not buying it.
The perennial pursuit in social media of getting maximum numbers of hits and likes seems meaningless in business ....-unless and until such time as they are converted into sales, revenues, profits and dividends.
Getting people to register a “Like” on Facebook, Twitter and Linkedin is difficult. Even harder, and less frequently achieved, is to conclude a transaction as a consequence of a “like” being entered.
Raw numbers often cloud the underlying reality.  The art of target marketing is often overlooked in social media.  Volume too often overrides quality.
A “like” may progress a person from being “unaware” to a state of “awareness”.  They may even develop to a sense of “recognition”.  Some of those who “hit” could even elevate their “interest” to that of “seeking out” a name, a brand, product, service, company or individual.
However, before them lie the progressive stages of “trial”, “purchase”, “preference”, “re-purchase”, “refer”, “recommend” and “advocate”.  Ah yes!  The exultant state of being a committed, loyal, expressive and assertive “brand/product service ambassador”.  However, that is some distance from a casual, easy-to-apply register of a hit or “like”.
Increasingly, digital and on-line marketing agencies are negotiating or are being made to negotiate remuneration packages based on performance.
The most appropriate and meaningful key performance indicator is established on conversions to sales, to profit margins, gross or net profits and, in rare instances, to dividend payments.
Many astute business leaders and marketers are happy to accept fewer hits and likes, in favour of higher relative and absolute conversions. You can bank on that!

Against the tide of calls for more and more hits and “Likes” some discerning business leaders are happy to attract less attention in favour of more profits.
In the contemporary marketplace visibility and high rankings on Google, Twitter, Facebook and LinkedIn do not depend on Search Engine Optimisers (SEOs).
Repeated and conspicuous use of the following marketing words will attract the attention of algorithms embedded in computers, technology software and search engines:
Innovative                Easy
Exciting                    New
Cheap                      Substantial
Quiet                        Yes
Attracting the attention of customers, clients and consumers is quite different to generating patronage and payments.
But the words listed above have become passé.  They have been commoditised by over-use and are considered bland, ineffective and in some instances, insulting by many of the consuming public.
So much for the mantra:
Big, Bigger, Biggest
Good, Better, Best
Cheap, Cheaper, Cheapest
Fast, Faster, Fastest
In the recent past it was a hit. Today, it is a miss.
Put simply, marketers are reverting to the principle of “Ready, Aim, Fire”.  The intent is to limit hits to the ....


In doing so, they are being diligent in avoiding:


Barry Urquhart


Barry Urquhart, MD Marketing Focus, Perth, is the author of Australia's top two selling books on customer service and is an internationally recognised authority on consumer behaviour and creative visual marketing.

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