04 Jul 2014 / by Tony Becker / in Customer Engagement
Salt’s hierarchy of social engagement and how business can benefit
I have been a long term fan of demographer and KPMG partner, Bernard’s Salt’s weekly column in Primespace in The Australian. His June 5th piece on the hierarchy of social engagement, like many other of his pieces, resonated as he explained the new way of selling and its alignment with the highly regarded “Maslow’s Hierarchy” of needs.
You might recall that at the base of the pyramid is the basic need for sustenance. Moving Up the pyramid there is a need for security, employment, belonging, friendships, love, confidence and esteem. It peaks out with creativity, spontaneity, morality and problem solving under the banner of self actualisation.
I see many of these traits in people at varying stages of their business life cycle. Sadly sometimes many of them will not get off the breadline as they lack confidence, vision and are perhaps risk averse.
As advertising professionals, the team at Retain and Gain has built a business around the realisation that pure advertising no longer “converts the masses into fans and customers”. Salt writes that there is a wider and more strategic approach and that traditional advertising is now part of a wider and more articulated story of social engagement.
“Those most predisposed to a product will have common demographic characteristics,” Salt states.
Through customer data analysis, target audience modelling and content delivery, through marketing automation, Retain and Gain can deliver a more personalised and tailored approach to customer acquisition that achieves a more cost effective result than pitching to the “disinterested masses” as Salt refers to the broader market.
Yes, it is critical to create awareness but it is how we can “convert the browser or viewer into a fan” that is the Retain and Gain mission.
Salt talks about allegiance being a “precursor to emotional attachment which in turn is a precursor to being a customer”. He likens the different stages of engagement to Maslow’s pyramid of needs with the broad market at the base and the different levels of engagement rising up the levels of needs. As you would expect, “the repeat and loyal patrons” sit in the top tier.
Retain and Gain specialises in moving the degree of engagement up the layers “beginning with awareness and progressing along a stepped hierarchy of levels of commitment that meshes advertising with social engagement”
“Modern day customers are pre-qualified or at least are informed about products and their producers”, Salt wrote. So social and customer engagement is an essential differentiator.
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