Direct Marketing Association Conference
“Mobile” and “social” were the words at the centre of seemingly every presentation and discussion at the Direct Marketing Association 2011 Conference in Boston. While not everyone had the same recipe for success in these two growing channels of consumer engagement, all seemed to agree that their time was now, and anyone not already using the channels was behind the curve.
Interactivity may be the key to using social media, opening a two-way line of communication with consumers rather than treating it as a broadcast channel. Be open to what your customers are saying and straightforward in your responses. “When you come from a human place, you get dramatically more lift,” said author Gary Vaynerchuk.
The key to using mobile is playing to your company’s strengths, getting into the field as early as possible, and learning as you go. How do you learn? By constantly gathering new data about your customers and what they think of your products — and responding to it, even when it seems negative. Biz Stone, co-founder of Twitter, said every interaction is an opportunity to create a satisfied customer.
Amanda Nelson, community content manager at the social media monitoring firm Radian6, said the conversation about your brand is already happening out there, whether you’re a part of it or not, so you need to take part if you want it to guide people to your brand and not away from it.
INMA takes you inside the DMA 2011 Conference with our correspondent, Jeremy C. Fox.
03-05 October 2011
Boston Convention and Exhibit Center
Boston, United States