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Wednesday, June 11, 2008


For me, one of the interesting things I picked up at the Being Digital event I attended yesterday (excellent event btw) was that consumers don't mind adverts as long as they're relevant.

OK, that may seem obvious, but it came out of a lengthy panel discussion on how to monetise content in a fragmented market without upsetting your audience.

When adverts as relevant (or targeted), such as with Google Adwords, then people don't object to them. In a way, there's this serendipitous effect that the advert appears to reach you just when you were looking.

OK, maybe that's over egging it, but there's no doubt that the more targeted your ads the higher the conversion, or CPR, or whatever metric you're using plus (and here's the real thing) the less you upset your target market.

This is what I've always said about targeted cold-calling for new business.

When you really target your audience, then your hit rate goes up, plus the people you are calling will respect the fact that your call was relevant to them. Even if they're not interested today, they will agree that they could have been.

Think about it. For most telemarketers they're calling you just because you're the next person on their list. How does that make you feel? Now, how different does it feel if someone contacts you because they've actually thought about whether you might be interested before they called you?

Perhaps they've done some research about your business or competitors. Or they've noticed a trigger event that makes them believe you would respond positively to their message.

Approaching any new business campaign in this way is essential to starting a relationship that you can build on for the future.

It's about mutual respect, really.

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Posted by: David Regler @ 4:35 pm |   | Links to this post  

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