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                    <p><!-- Make sure you modify the 4Cast title in this section -->
                      <span style="font-size: 20px; font-weight: bold;
                        color: rgb(0, 0, 0); font-family: arial;
                        line-height: 110%;">OPLIN 4cast #354: The
                        personal touch</span><br>
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                      <span style="font-size: 11px; font-weight: normal;
                        color: rgb(102, 102, 102); font-style: italic;
                        font-family: arial;">October 2nd, 2013</span></p>
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                    <p style="text-align: justify;font-size: 16px;
                      font-family: arial; line-height: 110%;"><img
                        alt="marketing strategy"
                        src="cid:part4.00080000.01020606@oplin.org"
                        align="left" height="103" width="120">There is a
                      strong temptation among libraries to be all things
                      to all people. As the inscription over the front
                      door of the Columbus Metropolitan Library
                      proclaims, libraries have been "Open to All" for a
                      very long time and are proud of that tradition.
                      But marketing the library to "all" in the digital
                      age may not be the most effective approach.
                      Commercial marketers are now coming around to the
                      notion that the most effective "mass" marketing
                      campaigns are actually more like personal
                      conversations between one person and one brand.
                      Librarians have always been very good at
                      personalizing the information they deliver to an
                      individual; perhaps they should also use that same
                      personal approach in their marketing.
                    </p>
                    <div> </div>
                    <ul style="text-align: left;">
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://radar.oreilly.com/2013/09/demographics-are-dead-the-new-technical-face-of-marketing.html">Demographics
                          are dead: the new, technical face of marketing</a>
                        (O'Reilly Radar/Renee DiResta) "The era of
                        demographics is <a
                          href="http://mashable.com/2011/06/30/psychographics-marketing/">over</a>.
                        Advances in data mining have enabled marketers
                        to develop highly specific profiles of customers
                        at the individual level, using data drawn from
                        actual personal behavior and consumption
                        patterns. Now when a brand tells a story, it has
                        the ability to tailor the narrative in such a
                        way that each potential customer finds it
                        relevant, personally. Users have become
                        accustomed to this kind of sophisticated
                        targeting; broad-spectrum advertising on the
                        Internet is now essentially spam."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://www.businessnewsdaily.com/5202-to-market-successfully-your-customer-cant-be-everyone.html">To
                          market successfully, your customer can't be
                          'everyone'</a> (Business News Daily/Janet Kyle
                        Altman) "No matter what product you sell or
                        service you deliver, more targeted marketing
                        gives you a better return. Targeting a specific
                        audience gets you in front of them more often,
                        with messages that touch them emotionally. If
                        you try to be everything to everyone, your
                        message becomes vague and less impactful."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing">The
                          coming era of 'on-demand' marketing</a>
                        (McKinsey Quarterly/Peter Dahlström and David
                        Edelman) "In the future, demands for more
                        personalized experiences will intensify. A phone
                        tap, a click, or a stylus jot will instantly
                        personalize offers, using information captured
                        on 'likes,' recent travel, income, what friends
                        are doing or like, and much more. With each
                        interaction, the consumer will be creating new
                        data footprints and streams that complement
                        existing digital portraits, sharpening their
                        potential impact."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://marketingland.com/how-location-evolved-into-audiences-for-mobile-ad-argeting-59126">How
                          "location" evolved into "audiences" for mobile
                          ad targeting</a> (Marketing Land/Greg
                        Sterling) "Agencies, enterprises and brands can
                        now reach prospects at scale, using location as
                        a background 'methodology,' without thinking at
                        all about geo-targeting or lat-longs. The brand
                        specifies the audience it seeks (e.g., 'auto
                        intenders,' tech-savvy moms, Wal-Mart shoppers),
                        and the network identifies those segments
                        through its location-based audience profiling.
                        When someone visits a designated
                        audience-location an appropriate ad is served."</li>
                    </ul>
                    <div style="text-align: left;"> </div>
                    <p style="text-align: left; font-size: 20px;
                      font-family: arial; line-height: 110%;"><small><strong><em>Privacy
                            fact:</em></strong></small><br>
                    </p>
                    <div style="text-align: justify; font-size: 16px;
                      font-family: arial; line-height: 110%;">A recent <a
href="http://www.cmosurvey.org/blog/why-companies-should-compete-on-privacy/">CMO
                        Survey</a> found that 40% of companies use
                      customer data collected online to target their
                      marketing, and over 88% of chief marketing
                      officers expect this practice to grow. But a
                      recent Pew Internet & American Life Project <a
href="http://www.pewinternet.org/Reports/2013/Anonymity-online.aspx">study</a>
                      found that 86% of Internet users try to hide their
                      online data. Lesson for libraries: make sure your
                      marketing respects people's privacy.
                    </div>
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                      <div style="text-align: justify;">The <strong><em>OPLIN
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                        libraries. You can subscribe to it in a variety
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