The Network Does the Targeting
The Network Does the Targeting
by

Editor’s Note: Today’s offering is a guest post is by Jeremy Epstein, founder and chief marketing navigator at Never Stop Marketing.

Here’s the thing about radical transformations: They are radical and they are transformative.

Duh. I know.

But, if you agree that the arrival of the Internet, social tools, and mobile technologies are radically transformative, then it’s not such a far stretch to ask yourself “well, shouldn’t marketing be radically transformed?”

HexSite on target
Image via Wikipedia

And then, it stands to reason, that the canon of marketing as we have known it, also requires that it be challenged.

That’s where I am with the notion of “targeting.”

Now, I’ve blogged about this before “Targeting is Dead: Here’s Why,” but a recent post by Seth Godin made me come back to the issue.

In “Picked vs. Spread,” he writes:

Instead of books that seek to be one of many to be chosen by the shopper with a problem, there’s the opportunity to publish books that spread, spread from someone who is in love with an idea to someone who didn’t even know they had the problem.

I think this is the way of most products and services.

It’s why we need to focus on Community First. It’s why you need to cultivate your community in a genuine way. (here are 10 ways in a free eBook)

If you have people who care about the IDEA, the movement, the passion that is at the center of your organization, as Simon Sinek would say, “WHY you do what you do,” then they will take the things that they deem REMARKABLE and spread them…on your behalf…to those people who didn’t even know they had the problem.

In other words: YOUR TARGET MARKET.

And because they didn’t know they had the problem, the “pitch,” as it were is going to be, oh, I don’t know, about a gajillion times more effective, when it comes from someone who is passionate, has their attention, and has their permission (aka a friend of theirs and a Raving Fan of yours) than from someone who has a vested interest in selling to them (that would be you).

So, the Community, i.e. the Network actually does the targeting for you.

Is there a role for targeting?

Sure, but it’s in listening for those people who could be Raving Fans because they share a motivation for helping you spread your movement and idea, regardless of the size of their wallets or if they are going to buy today.

I’m not done with this concept. Not by a long shot.

Jeremy Epstein is founder and chief marketing navigator at Never Stop Marketing. He helps companies prepare for and exploit the changes brought about by the advent of social technologies. You can read his blog at www.ignitingtherevolution.com or find him on LinkedIn, Facebook,  and Twitter (among others) or download the Never Stop Marketing iPhone app to keep in touch.

 

 

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About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.
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  •  
    Great post. You are
    right. Social Media is not a platform to deliver sales pitch. It’s not about
    talking about yourself. Listening to the audience to find out their needs and
    then responding to them to fulfill those can result in a healthy relationship
    in between the business and its customers. And Social Media is the right
    place to practice that.

  •  Thanks for disclaimer at the end there.  I am interested in learning more about this concept—it sounds like a new way of thinking and would love to hear more about it.