With a few clicks of my mouse and couple of keystrokes I can reach hundreds of thousands of people with any type of marketing message I want to send. However, in an age where mass communication is easier than it’s ever been, marketers are relying too heavily upon tactics that allow them to broadcast their message when instead communicating their message would be much more powerful.
We’re so used to receiving irrelevant, non-personalized (or even semi-personalized) messages we simply ignore much of what is being said to us. (Think poor email marketing.) I don’t know about you, but often I just skim through the messages from Pages that I’ve “fanned” that are in my Facebook inbox. Instead, what I read in my Facebook inbox are messages from friends. Social media isn’t just a way to reach more people.
So, how could your time be better spent as a marketer? Sending mass communications that are only somewhat targeted to your audience, or send ten clients a handwritten note each day for a month. Sure you’ll only touch 200 clients (20 work days in a month), but how much more will the message impact its recipients?
The world of technology empowered marketing is exciting, wonderful and full of promise, but genuine and authentic communication is what we humans crave.
