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Embracing Change
My dad recently bought a new truck, and got a great deal. According to him, he showed up at the customer-lacking dealership, found the truck he wanted, and told the salesman that he would pay $26,000 for the truck (it was listed at $29,000). The salesman went to speak with his manager, and when he returned he stated that he would sell the truck for $28,000 “and not a penny less, or that truck will stay on the lot.” My dad’s response? “I’ll give you $26,000 and not a penny more, or that truck will stay on the lot.”

He got the truck.

This is a common scenario these days, given the current economic climate. People are financially cautious, worried, or simply don’t have the extra money to spend. And it’s not just car dealerships—most businesses are feeling the pinch of consumers’ evolving spending habits.

There is no denying that times have changed and probably won’t return to normal anytime soon. So what are we to do? For starters, we need to erase our definition of “normal” and accept the current situation. Customers with tighter purse strings, budget cuts—this is the new normal.

Next, we need to adapt. This means finding new ways of attracting and keeping customers, and embracing the world of online marketing. It means gaining a new understanding of what works and what doesn’t work, and making the necessary changes so we are not left behind during this economic evolution.

The Power of Email
Email has been around for a while now, and though this has provided new avenues for marketing campaigns, it has also opened the door for scammers and spammers. Inboxes are often flooded with email messages and advertisements that are unsolicited and unwanted—whether they are legitimate or not. So it’s no wonder that customers have little patience when it comes to email.

This can present quite a challenge for marketing professionals attempting to launch email campaigns. However, all hope is not lost. A recent Epsilon report shows that the number of emails being opened and clicked through has increased, and that customers are more likely to make an offline purchase as a result of permission-based emails.

But to keep your well-intentioned emails from ending up in the dreaded spam folder, one key factor needs to be considered: the customer’s preferences. How often customers want to receive emails and what specifically they want to hear about are important issues, and will help shift your emails from annoying to appealing.

Facebook vs. Twitter
The struggle for power among the various social sites has been interesting to watch. With it’s recent booming popularity, Twitter appeared to have replaced Facebook as the new golden child—until now. Facebook’s most recent developments—the acquisition of FriendFeed and the unveiling of its real-time search function—may have put it back on top.

This may not be good news for Twitter, but it’s good news for social media marketing professionals. If you incorporate multiple social sites into your marketing strategies, Friendfeed can be a convenient way to manage the activity on these sites, as it aggregates 58 social media sites into one platform. And if Facebook is able to use its power to boost the popularity of Friendfeed, this may drive more traffic to your various sites.

Facebook’s new search function can also be a useful marketing tool in that it allows you to direct your search toward specific people, groups, pages, and locations—a useful feature when searching for your target audience among the millions of Facebook users.

Visit the Global Marketing Solutions homepage to download “The Why of Social Networking” PowerPoint presentation from the Baldwin County Joint Conference on Social Networking.

The 22nd Annual Alabama Coastal Cleanup is scheduled for Saturday, September 19th from 8:00 am until noon. Click here for more information.

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April W. Boone             April@GMStheBest.biz
John Boone                  John@GMStheBest.biz
Laura McGill                Laura@GMStheBest.biz