What are you going to be doing six weeks from right now?
Not sure? What about six months from right now?
You wouldn't be the only one with a blank look and an empty calendar.
Consumers and clients increasingly are making decisions at the last minute. An uncertain economy and instant Internet availability have trained us all to wait and see--if we can afford it, if we need it, if we can get a better deal.
But how do you influence a decision that is based on a changing climate when you have to allocate marketing dollars to craft your message way in advance?
You don't.
In this video, Vail Resorts CEO Rob Katz clearly articulates--from a media-buying perspective--why his company is moving ad dollars to social media. And he describes why in the context of a changing economic and social climate that I believe is only going to accelerate, making social media even more imperative for businesses to embrace.
Watch the video and consider the implications for your own business.
Consider how quickly deadlines change that could affect your clients' operations and their need for your products or services.
Consider how fast your customers' personal economic situations change, compressing their buying and selling decisions on major purchases from years or months to weeks or days.
Consider how they make plans for the weekend: Are they laying it all out on a calendar for the month, or are they responding to events and options they spot that Thursday or Friday on Facebook and Twitter?
Then consider how you want to tailor your message to these decision-making processes. Don't you want your message to reflect the same set of factors that are influencing your customers' decisions? Of course!
So if your customers' decisions are the result of assessing factors compressed into just a few weeks, days or hours, don't you want to have the flexibility to tailor your message to the same window of factors within weeks, days or even hours?
Social media turns on a dime. Increasingly, client and consumer spending does, too. Just ask Mr. Katz. Have you booked your Christmas ski vacation yet?
Thank you to Michael Gass, whom I follow on Twitter, for bringing this video to my attention.
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2 comments:
"Similar" story in the "Wall Street Journal" today about selling fashion buzz - high end fashion - via Twitter (Oscar de la Renta, no less). Reminded me of another WSJ article by Peggy Noonan about information overload. We have so many ways to get information; when is it that we actually think about what we've read, heard, or seen in a video? Or have we stopped thinking?
The idea of information overload makes me think of things I've read about obesity. We as a society have so much available to us, the theory goes, that we try to consume it all, rather than slowing down and really savoring what is before us at the moment. I have a friend who is a big advocate of this slowing down and savoring...
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