People Don’t Buy Things, They Join Things

From the blog of Pam Moore:

People Don’t Buy Things, They Join Things | Social Media Today

Humans are creatures of habit. Often times our behaviors are predictable. Old habits are hard to break, good or bad. Why would we expect social media to be any different? Why should we expect that just because marketers can now connect with anyone across they world in a simple 140 character tweet that they will by default do it any different than the days of email spam, direct mail and traditional broadcast marketing advertising.

Traditional media and marketing use to be focused primarily on a broadcast message. A one to many message focused on delivering the message the brand wanted the recipients to hear. Most marketers didn’t care if you understood or even liked the message, as they had the expected percentages of return based on the number of eyeballs or ears who heard and read their message down to a science.

I was one of them and can remember being able to predict almost to the penny the return I would get on email blasts, direct mail and other marketing mediums. I could predict how recipients would respond. I knew that they were creatures of habit and were taught to behave in a particular way. They had no other option if they wanted to learn about brands, technology and how to grow their business. We knew if they had a need that eventually they would purchase the product and the more that we were in their face, the better and deeper brand impression we could make, the higher our chances were that we would be the chosen brand for purchase.

Guess what folks… times have changed.

~ by WPA Staff on October 27, 2011.

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