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<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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