In the speech, he lays out some amazing predictions for the the future of marketing. In specific, he explains how social media is flipping the marketing model.
What I really like about Gary’s approach is that he’s clearly not a social butterfly. I mean, he’s funny and engaging…
…but he makes it perfectly clear that he doesn’t ENJOY obsessing over social media. He only obsesses over social media interaction because that’s how you sell stuff in today’s marketplace.
It’s an important distinction to make really. One of the challenges that I hear about constantly from marketers I meet is “I’m just not a very social person. I don’t like sharing my personal life on Facebook.”
Fair enough, but let me ask you this: Do you like cold calling? Do you like direct mail? Do you like spending money on ad buys that produce less and less ROI?
You don’t have to LIKE social media in your personal life. However, you do need to understand how to use it to connect with leads and customers though… It’s ONLY the future of marketing, folks. No big deal.
Think about it. Every time a new technology emerges, most of us say, “No thanks, Twitter’s not for me. I think I’ll sit this one out.” It’s human nature.
Of course, most of us have eat our words. Just imagine how ridiculous it would be if you decided to “sit this one out” when it comes to the internet, or cell phones, or texting.
I think you get my point.
As Vaynerchuk points out, social media is rapidly replacing the old “push” model. Email, banner ads… all that stuff is losing value.
Will it die out completely? Probably not, but marketing today is becoming more and more about the “pull.” Rewards marketing, thanking you gifts, and offering customers special deals based on their unique interests, that’s the future of selling.
Here’s the beauty of it though, with social media your customers actually tell you all kinds of information about themselves automatically.
Forget surveys, follow your customers on social media. You’ll learn a lot more about them — what foods they like, where they shop, what football teams they like, etc.
It’s always been a marketer’s job to study and connect with customers. Now, social media is taking the guesswork out of the equation.
Scratch that, it IS peeking into their scrapbook… and they’re inviting you to do it.
In a weird way, Facebook and Twitter are helping to create the most valuable and complete customer profiles that any marketer could ever hope to buy. Use those profiles to turn your customers into your friends.