Using Social Media Marketing To Understand Buyer Desire

“Rivers of Revenue” is another books I highly recommend. In Chapter 3, Kristin Zhivago writes about tapping into buyer desire through customer interviews. In the current marketing environment, the growing adoption of blogs and social media tools make this easier and more effective than ever before. Through Technorati, BlogCatalog, and Google BlogSearch you can identify bloggers within your target market, and by commenting on these blogs, by truly adding to the conversation, you can overtime, obtain valuable “buyer-centric” feedback.

Let’s review a few of the reasons Zhivago outlines for conducting customer interviews and frame them in social media marketing terms.

Impossible to Ignore: Online ads prime the consumer subconcious for brand favoritism

Online advertising is an increasingly popular way to market a company. Web advertisements show up on virtually every web site and ad revenue has grown year after year. However, many businesses are reluctant to jump on the bandwagon as their own personal behavior suggests that few viewers pay online ads any attention. Indeed, some studies suggest that over half of internet users go no further than recognizing that an ad exists. This makes sense in the context of human behavior: when looking for something specific, we tend to avoid distractions. So if consumer tendency is to naturally avoid online ads, is this really a valuable means of marketing?

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