Socialization Turns the Marketing Funnel on Its Head

Socialization is delivering the first improvements in marketing productivity in decades.

The disaggregation of mass media has rendered the old “marketing funnel” model more and more difficult to drive adequate returns on marketing dollars. However, the explosion of social media has created an entirely new model that multiplies expensively acquired primary customers into masses of followers.

“To achieve the scale and influence benefits of socialization, you must build virality into your marketing, enable consumers to connect and use crowdsourced content to proliferate your brand.”

Digital Fight for Consumer Share of Mind

Consumers are developing virtual homescreens.

With the widespread use of smartphones and the onset of app-based desktops and tablets, people are developing virtual homescreens in their minds that reflect the homescreens on their devices of choice. These homescreens only have room for around 12 apps, and 9 of the spots are already taken.

“With over a million Apps already available, yours needs to meet a real need or desire in a unique, easy-to-use way.”

The Relationship between Scale and Influence: A New Paradigm

Until around 2010, brand scale led to brand influence. Then, social networks turned the marketing world upside down.

Mass marketing was an efficient way to generate brand awareness for years. The Internet fragmented mass media, rendering it less efficient. But it was social networks that changed everything. Early adopters and key influencers can be the lightning fuse for socializing your brand growth. But beware – they can destroy your brand in 140 characters.

“Key influencers talking about your product gives consumers the confidence they need to buy something new.” BrandJourney Venturing to launch online pet owner’s community

Cats and their pet parents are taking over the Internet and professionals and companies who wish to interact with them are responding to the growing demand for reliable information and useful products. Victoria Simpson, Marketing Coordinator at BrandJourney Venturing states,

BrandJourney Venturing is an innovation company that works with global companies to bring innovative ideas to life… [They] recognized the need for pet owners to have a community where they can connect with pet owners like themselves and have a trusted community of pet professionals.

With this in mind, BrandJourney Venturing is launching Petocracy, a new pet-related online community, on Saturday, February 23, 2013, with the goal of being, “THE one-stop community for cat and dog owners.”

Petocracy will provide helpful tools and answers to cat questions (both cat and dog, but this article is about cats) from veterinary professionals and pet industry experts, as well as a platform for pet parents and Petocracy’s professionals to interact with each other. They plan on focusing on health and wellness issues and training and grooming tips. Resident experts, “every day pet professionals,” like Dr. Arnold Plotnick, DVM, owner of Manhattan Cat Specialists and the veterinarian of Cat Fancy’s Ask The Veterinarian, will offer advice and answer pet-related questions. Because Petocracy will grow in order to meet pet parents’ needs, Simpson says they’re, “currently implementing a plan to allow pet professionals to submit their credentials for our team to review.”

The benefits of joining Petocracy are:

  • Belonging to a community online where pet parents may meet pet professionals.
  • The ability to ask questions and receive well-informed answers.
  • Opportunities to connect with fellow pet parents.
  • It’s free.

Petocracy will be organized so those who join will receive personalized content based upon the their cats’ issues and the questions they ask. This will be accomplished by utilitizing information pet parents provide in their profiles that will include details about their cats. In addition, the more cat-related questions Petocracy members ask, the more cat-related content Petocracy will offer. Plus, there are links and areas to start a conversation in various places so users may interact with fellow pet parents and resident professionals. An example of tailored content is if a pet parent has an overweight cat, her pet parent will receive information to help learn about weight loss and become a better pet parent.

World-class innovation with an oceanfront view.

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