Six Areas of Opportunity to Connect with Customers


Your customers have their own antenna, complete with BS detector without needing a two-year plan for it. 

While it was easy to see how a bit of attention and time on your part would have given you better information about their taste, purchasing history, and where they hang out, technology can help you see and remember who did what better.

Add to that the layer of social, and you have a way to make marketing more relevant to your customers, and get better results. The areas of opportunity are many. Gianluca Diegoli shared with us five ways to make that happen a couple of years back.

Here are six areas of opportunity for signal we identified a couple of years back. Are they still relevant? Let's take a look.

(1.) Geolocation services

In a conversation about Foursquare and Gowalla at Citizen Marketer 2.1, a few in the comments pointed out that these are tools used by technology early adopters. Being in a place is good information for a merchant to target, yet you could be there without any intention to buy.

We did say that checking in as status symbol is not enough, there needs to be more. Darin Kirschner took the prize for imagining an application of these services to embed them in lifestyle. He wrote:

[…] what if a college student could earn a coupon for discounts on big brand beer for their weekender by attending classes? The kid autochecks in at their class, doesn't leave the location for 40 minutes, and for every 10 or 20 cycles, they earn an electronic discount on their favorite brand of beer, which becomes redeemable on Friday afternoon.

The school keeps the kid in class, the beer company makes a sale, and the parent's groups feel fuzzy that the breweries are being responsible. Those kinds of direct, interactive rewards are the types of engagements that I feel are going to drive LBS as time goes on, from a consumer/brand relationship side.

Becoming the "mayor" of a coffee shop and getting $1 off of what THEY want you to buy won't amount to much, but earning cheap libations for attending your classes, or buying your kid's emergency diapers in a strange city with a minimum of hassle and at the lowest available local price? That's worth something and only LBS tech will fit that kind of niche.

Utility within lifestyle.

(2.) Past history

We may step out of character, or change taste. Past is not a predictor of future behavior.

However, I have been quite unimpressed when dropping serious money at a store over time that they wouldn't be the wiser. If technology has democratized the ability to publish, it should also allow merchants to treat their customers as luxury good companies always have.

Why do good bartenders get nice tips? Because they know your drink.

(3.) Contextual advertising

How do you separate the online behavior for business — for example, research for a blog post or for a social media project — from that of personal use?

People may tell you, if you find an engaging (read: not interrupting them) way of asking. 

(4.) Social filtering

Pick your "friends" wisely and you will benefit from what they tag and recommend.

Do we really buy things based upon the recommendations of friends, or do we prefer the opinion of a perfect stranger? Charlene Li discussed how search and social network converse more than three years ago. 

Search facilitates the process of discovery. What are customers going to find when they get to your site, company graph and social activities? How about using social content?

(5.) Following

When customers follow your profiles, they show an interest in what you have to say. However, that interest needs validation with participation, interaction, and valuable content — all activities that take time and resources for companies.

As Gianluca reminded us, email marketing could fall into this category, too, when executed with permission. 

(6.) Kick ass product or service

It's probably what costs the most in execution, time, and resources for a business. Especially one that has gotten big over time, experienced many years of little or no competition, and found nice profits in mass production.

You should start there.

It will be interesting to see how Apple scales in quality and service now that the company is enjoying more mainstream appeal and volumes. Will it keep its promises?


Why are we still grappling with this information and saying it's the early days?

These technologies are extending and augmenting, not inventing new ways to connect with customers.


[edited from archives]


Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.

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