(The views and opinions expressed in this blog are strictly those of the author.)
A couple of weeks ago I did something I had never done before. I bought a purse sight unseen from an ad I was served on Facebook. I had been searching the internet for months looking for one – just the right size, color and it had to zip up – but I never quite found what I wanted. One evening while cooking dinner, following a recipe on my phone and sautéing veggies in a skillet, all while catching up on Facebook happenings, it magically appeared in my news feed! Within two minutes I clicked the purchase button and began to eagerly await its arrival. Facebook and Google had done what I couldn’t seem to do on my own – find the perfect purse!
Yes, I keep up with the news and I’m aware of the scuttlebutt surrounding Facebook thanks to Cambridge Analytica – and yes, I appreciate my privacy. But I find that I, like many Americans, am willing to give up some of that privacy for the convenience of things appearing in my social feeds or on websites I often visit – populated with products I might buy or wish to know more about.
It is not just about purchases; it is also about information. My husband is on a low carb diet and I am forever trying to find recipes that will satisfy hungry teenagers and still be low carb. I have seen more recipes, reviews and helpful tips thanks to the internet algorithms that understand my dilemma.
A first world convenience, I know, but one that is incredibly valuable to those of us in the meat industry.
But how do we use it to our advantage without going too far? I am a big fan of the Connect 5 model: strategize, plan, create, promote and measure.
The company selling the purse got my money because they put what I wanted where I already was. I didn’t have to spend more time searching for options and was able to keep dinner on track at the same time!
How are you designing a digital marketing strategy that reaches key customers exactly where they are?