[OPLIN 4cast] OPLIN 4cast #354: The personal touch

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OPLIN 4Cast

OPLIN 4cast #354: The personal touch
October 2nd, 2013

marketing strategyThere 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.

  * Demographics are dead: the new, technical face of marketing
    <http://radar.oreilly.com/2013/09/demographics-are-dead-the-new-technical-face-of-marketing.html>
    (O'Reilly Radar/Renee DiResta) "The era of demographics is over
    <http://mashable.com/2011/06/30/psychographics-marketing/>. 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."
  * To market successfully, your customer can't be 'everyone'
    <http://www.businessnewsdaily.com/5202-to-market-successfully-your-customer-cant-be-everyone.html>
    (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."
  * The coming era of 'on-demand' marketing
    <http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing>
    (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."
  * How "location" evolved into "audiences" for mobile ad targeting
    <http://marketingland.com/how-location-evolved-into-audiences-for-mobile-ad-argeting-59126>
    (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."

*/Privacy fact:/*

A recent CMO Survey 
<http://www.cmosurvey.org/blog/why-companies-should-compete-on-privacy/> 
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 
study <http://www.pewinternet.org/Reports/2013/Anonymity-online.aspx> 
found that 86% of Internet users try to hide their online data. Lesson 
for libraries: make sure your marketing respects people's privacy.
------------------------------------------------------------------------
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