I received an email the other day from King Arthur Flour asking me to fill out a brief survey in exchange for $5 off my next order of $40+. (You can view the survey here.) Interestingly, question # 5 asks their email subscribers to select which “social” sites they’ve visited in the past 3 months. What happens if the overwhelming majority of their customers click none of the above? (I have an interesting feeling that that may be the case, but I may be wrong). Many marketing pundits say we need to set up myspace and facebook pages. We need to be actively involved in social media. But what happens if your customers aren’t using these services. Does it make sense to even spend the internal time & resources to do so, especially if your customers are not there. If your current customers aren’t there, then do you think your prospects are?
That’s a great point. I think anyone interested in internet marketing tends to think the whole world is as crazy about social networks as they are. But we’ve done two surveys on this topic, asking internet marketers about social networks. And we got the same result this year and last year: 70% aren’t interested in social marketing and don’t want to try it. And these folks are meant to be the ones leading the way. From looking at sites like Twitter, Digg and LinkedIn, it seems the bulk of activity is conducted by a small fraction of people.
I am Glenn Edelman, VP of Marketing for Wine Enthusiast Companies, where I am responsible for the commerce arm of Wine Enthusiast Companies, WineEnthusiast.com. If you need fine wine glasses, a decanter, a corkscrew, a wine refrigerator, or a custom-designed wine cellar…just ask me.
I love working in online marketing! I have met so many fascinating people in the industry, and have so many thoughts and ideas on the topic that I decided to stop bugging my colleagues about it, and have decided to start blogging about it.