Direct Marketing has spent decades perfecting "the right message to the right person at the right time through the right channel," decreasing segment size toward 1-to-1 Marketing. The focus has been on determining how customers are different and then marketing to those differences.
Social Marketing changes the attitudes and habits of a community. Reducing the smoking rate in many countries is just one example of the power of Social Marketing. Generally funded with public monies, Social Marketing also has a focus on individuals, but through community.
As customers become less responsive to direct marketing communications, they have become more involved with online communities and more receptive to recommendations from people like them. Increasingly, the task for commercial, for-profit, marketers is to work inside a community of pseudo-anonymous customers in sites like Facebook, YouTube or Twitter, because that is where customer attention is now concentrated.
In this brand-new world, the skills of Social Marketing are hyper-relevant. In this session, Genroe's Tim Tyler will discuss successful Social Marketing strategies and their increasing relevance to commercial marketers.
About Tim Tyler
Tim Tyler is a recognized expert in Relationship & Loyalty Marketing, defined as "Marketing to people you know; customers."
His multinational practice advises major corporations on loyalty program design & operations, customer analytics & insight, advocacy programs, CRM and Customer Experience Management. Clients are in the retail, financial services, pharmaceutical and entertainment industries.
Prior to Genroe Tyler held executive positions in multi-national consulting practices and enterprise software application vendors. He is a well-regarded and entertaining speaker, appearing across the Asia Pacific.
