Consumers Self-Segment and Drive Brand Engagement
Posted by Sallie Burnett
[Advertising Age, April 13, 2009]
Facebook, MySpace, LinkedIn and Google enable consumers to self-segment and self-identify through groups and interest identities. Social networking allows consumers to self-target by their own individual choices and network preferences. But how can marketers empower consumer self-segmentation and leverage it as a way to engage and connect with customers. Michael Fassnacht offered four actionable steps marketers can take:
- Build correlation clusters between purchased products and services, and serve them up as recommendations (Amazon, Apple’s Genius feature).
- Offer networking opportunity based on self-acclaimed interests (Facebook, LinkedIn).
- Design and provide content or a deal-alert function that automatically informs consumers about something new or interesting in the “opted-in” interest domain of a consumer (Google Alert, Orbitz Fare Alert).
- Enable sharing of consumer-generated content or feedback in the context of your brand (BlueCross’ “Power of the Human Voice” campaign).
Customer Loyalty Consultant Global Keynote Speaker | Social Media Marketing Strategist at Customer Insight Group
Sallie Burnett is the founder and CEO of Customer Insight Group. This strategic marketing firm leads the way in the evolution of how companies engage their customers and earn their long-term loyalty.
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Filed under: Internet Marketing