There has been a backlash from consumers in the wake of the ongoing news about Facebook and its use of customer data. Yet consumers don’t give much thought to how pervasive online targeting actually is.
Digital marketing gives us the ability to be extremely precise with our targeting. Are you promoting a tennis tournament? You can target by demographics, geotarget, retarget, or target only those who have a stated interest in tennis. It’s efficient and measurable – important considerations when you’re working with limited advertising dollars.
But when you’re preaching to the converted, aren’t you also limiting your reach?
In this third installment of “Boomer vs Millennial”, Andrew and Leah talk about Facebook, data and targeted marketing.
We all know that it’s a photo-op-selfie-social-sharing world out there. People never let their phones out of their hands and can’t wait to post their experiences – especially if it’s something new, different or exclusive.
Here’s the thing, though: it’s not just GenXers and Millennials who are doing the sharing – or paying attention to shared content.
Our February 2018 Entertainment Survey shows that “word of mouth” is the top influencer for all age groups, and Facebook & Instagram are increasingly popular with older consumers. We’re all checking out each other’s’ experiences, and we’re all influencing each other’s’ entertainment decisions.
Are you creating unique and positive experiences that your audience will share?
When I attended Art Gallery of Ontario’s “Infinity Mirrors” exhibition everyone from teens to grandparents were eagerly snapping pics. I also overheard complaints. The AGO did an excellent job of managing expectations – making sure patrons understood that there would be long lineups and only 20-seconds of viewing time in each room – but when the hype is so over the top, the reality can be underwhelming. One sentiment I heard more than a few times: “I barely had time to blink and I was being kicked out.” Another telling comment: “It felt more like a cattle herd than an art exhibition.”
People share their experiences, both positive and negative. If the experience falls short at any step – from ticket purchase through to post-event follow up – you know people will talk about it. And when “word of mouth” is the most influential medium, it’s crucial to create a positive experience at every step of the customer journey.
As part of Field Day’s work for event, destination and cultural organizations, we’ve helped to enhance the entire customer journey and to implement tactics to increase positive word of mouth.