This is the question being asked by media analysts, those in the advertising industry and online marketing circles, but soon, this will have an impact for each one of us in terms of how we interact with the web or new online marketing methods we use to drive our marketing strategies on the web.
To understand consumer behavior, the fundamental of web marketing, we need to put ourselves in the role of someone (even ourselves) when we search online.
When you use the internet search function you are proceeding based on a very specific, tunnel vision interpretation of what you want…for example, you want to learn how to build a wood frame in your basement.
You typically are NOT looking to go an find large portals, discussion forums or other social-like sites where a bunch of people hang out and share ideas and information. That’s not in line with your purpose when you use directed search.
Fair enough.
Indeed, as internet marketers we cater to this understanding by optimizing our content along the lines of helping our users find the best content, the answers to their questions fast. The assumption we have is that if they get good, precise and relevant information from us once, they will come back and perhaps explore more of our content and buy our own (or related) products from us.
This is a good strategy, and is directed by our understanding of the mindset of the internet user who performs a search.
Web marketing strategy turned to search engine optimization and new online marketing techniques to align our offerings with the mindset of a user that reaches their site via a search…but is that now changing?
What, then is the mindset of someone who consumes social media?
Isn’t that a fascinating question, especially given that there are millions and millions flocking to sites like Facebook, YouTube and Twitter each day. Social media must definitely be part of the marketing mix when you grow your internet business.
I too am addicted to some of these sites and here’s why – I like to Explore.
I call people who hang out with social media "Explorers" – they are trolling around linking up with friends, adding content all with the intent of exploring waiting for the chance to find someone or something that they hadn’t previously thought of.
For example, each day I end up with insight into some aspect of internet marketing I would not have previously thought to search for just by monitoring my network of peers on Twitter. I am exploring. It’s exciting, fun, painless and can be quite useful.
Search is no longer exciting – it’s a necessary utility to find information, but like anything else we do again and again mechanically, we tend to become very efficient at it and tune out anything other than the very mechanical process.
That’s why, over time the liklihood that someone will click on ads associated to their search has become less and less as we become more efficient at using search to find an answer to our one question and move on.
With social media though we are "open" to discovery, open to finding new things, new ideas, new information and unique products and services.
It is this "Explorer" mentality that is especially attractive to those of us who study the behavior of those online – consumers of information and products.
For any of you who have built your business by following the 45-day Information Product Profits Program available through our InfoMarketer’sZone site you know the power that social media and new online marketing strategies can bring to your web business.
So, when you think about whether to sign up for your own Facebook or Twitter account, or when you consider how much time you should spend around social media marketing, keep this in mind…by becoming an Explorer you will meet other explorers and for most online markets, more sales will go to the social explorers over the coming months and years.
Think of it as a new online marketing technique that leverages a brand new channel to reach your customers in the context within which they want to communicate – they will be more open to your messages, content and information if you meet them on their terms.
