The ditigal world offers not technology for technology's sake..but it allows us to give people an enhanced relationship from the ordinary retail reality.
Technology is an enhancement for marketers, not a replacement.
Often people see social media as a quick fix, or instead of a traditional method...and of course, it can be used for a replacement but the power is not AS a replacement.
Social media is even more powerful if instead of replicating a traditional 'tactic' on the web, you enhance the consumer by the web.
For me 3 key enhancement areas could be
- Speak to ME not the general public. Personalisation is expensive for a company but social media can personalise the message but also encourage collaboration as a form of personalisation.
- Improving MY real world experience. For example can a mobile be used to enhance the instore experience by......instant reviews, price comparison, how to guides etc
- Can it simplify MY life. Can social media may it quicker to reach customer services? Can social media automate my life in someway...so my newspaper drops to my phone/computer rather than me calling at the shop? Can social media or the web take the hassle out of buying or selling....
Our worlds can be time starved, can be awkward, frustrating and life can get in the way of enjoying life!
It is important to ask yourself...Is what we do on social media, replicating the old or enhancing our customer's reality?
(Photo from www.facebook.com/sugalumps)
