subject: True Marketing Value with Targeting Intelligence [print this page] True Marketing Value with Targeting Intelligence
In the past the rules of marketing were a lot more simple. People could get away with lying. They could get away with being untrustworthy. They could get away with taking advantage of their consumers. But in the age of information it is no longer possible to gain power through trickery and ill means- at least not effectively in marketing. As more and more people become aware and involved in their purchase decisions- especially in an economy that compels one to investigate where every dollar is spent, marketing is becoming increasingly more about what it should have been all along, discovering, emphasizing, and promoting the true value of a brand.
Before this paradigm shift one might see an advertisement promoting cigarettes for your health, but now marketers rely on cutting away the BS lest they fall prey to a legion of vengeful consumers. On the web, marketing is even more dangerous. With the mask of anonymity and the mob mentality consumers are a lot less forgiving when given the opportunity to lambaste a not-so-honest company through the medium of social media. The consumer has been given power, and marketers must find new ways to influence them.
If a marketer endeavors to influence consumers effectively online, then they must use influence marketing. Trust has become a necessity, and what better way to establish that trust than to go through a channel the consumer is already familiar with? But the net is a wide gyre, and to sift through the vast, torrential streams of data is nigh-impossible. So marketers must look to new ways to discover and leverage those key influencers.
Targeting intelligence is an emerging technology that crawls the web, indexes influencers across various social media platforms, and then organizes them and ranks them in a comprehensive Social Rank, allowing a marketer to effectively develop a social media marketing campaign. Targeting intelligence also tracks competitors, giving marketers and almost unfair advantage to out-maneuver their competitors online. With this technology marketers would be able to stay true to the heart of marketing, and effectively promote their brands true value.
