Google has been touting their Zero Moment of Truth marketing theory lately. When I asked Ryan Lewis, President of Bonfire Social Media, what he thought about this theory, he remarked that it was just that – a theory. Ryan explained how understanding a customer journey is one thing, but the marketing tactics a company must take to engage customers is another thing altogether.
Ryan’s advice was that early market research that involves in-depth listening tools will pay off during your marketing process. He went on to say that when you are developing your tactics, it is important to use listening tools such as Radian6, Sysomos or Viral Heat to develop good market research. These tools will help you separate the noise from the people that you are trying to reach. So before you spend the time and money to develop your content, leverage listening tools to discover 1) popular topics 2) effective distribution channels for the topics and 3) a base-line audience who is already interested in the same topics.
Meet Ryan in Person on Nov 3rd:
Join Ryan Lewis and other social media marketing experts who will be speaking at the November 3rd Innovation In Motion gathering. This panel discussion will focus on “The Zero Moment of Truth – A New Model for Modern Marketing.”
RSVP for this FREE event here.
Can’t attend the discussion in Portland? Watch it live and ask panelists questions on November 3rd at 6pm at this URL – www.livestream.com/innovationinmotion
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