Most social media marketing efforts focus within social media platforms in the form of banner ads, sharable content and brand pages. Meanwhile, social media platforms claim their influence rankings or number of friends may provide lift. On the contrary, the fact is the current influence tools have not yet hit a high mark because the complexities of identifying true influencers remain a hindrance and have not performed nearly as well as traditional offline data assets available in the market.
To delight consumers and serve them relevant, engaging and consistent experiences, brands must align their resources to create a cohesive and comprehensive understanding of them. After sending out campaigns, marketers need to understand everything in order to recalibrate and optimize the next interaction. The better understood the customer, the more coordinated and personalized the experience that marketers can provide.
As Seth Godin, entrepreneur and permission-marketing champion has pointed out, "Loyal customers always know there's something better out there but they're not interested in looking."