I couldn’t agree more with a new report out from Forrester Research that announces a shift from basic push Internet marketing towards a new era of “adaptive marketing” defined by greater one on one marketing to each individual and the use of real time customer insights (study coverage here).
Here’s one recent example of the opportunities presented by this new era: Adding a “become a fan” of your brand option to online advertising drives signficiant additional purchase intent. That according to a new study by allrecipes.com and Psychster, which ranked how users responded to various forms on online advertising.
Pretty simple concept: Give consumers a reason to interact and form a relationship with your brand (in this case through a “become a fan” option) and they are much more likely to back that up with an actual purchase.
The full report (here) is worth the read, but Catharine Taylor over at MediaPost highlighted the “become a fan” option as the key part of the study and I agree. In her words, “Shouldn’t a ‘Become a Fan’ badge on online advertising become as de rigeur as a URL in offline advertising?”
The exciting takeaway: Injecting a bit of direct response into all of your advertising (whether it is to buy something now, become a fan, or take some other action) is now possible in the digital world. The best marketers will start to take advantage of these possibilities.