Dolly Parton says country music is closer to its fans than any other music. Country music rarely strays from the heart.
Global brands may wish the same, but it’s tough.
A lot stands in the way of share of heart. Nevertheless, getting a brand closer to the heart of its supporters is a significant opportunity for marketers.
Social Networks provide big brands with plenty of opportunity to develop local context…to get closer. There are 3,500 “My Local Walmart” Facebook pages tied to consumers’ zip codes. 1,200 Chevrolet dealerships downloaded the Promoboxx franchisee-marketing platform in a week to support the company’s local content strategy. All is geared to getting closer.
Other major brands are following suit. Each preparing for when mobile will overtake PC as the most common form of web access worldwide. Gartner Research says that could be next year. Obviously mobile targeting will become a competitive essential as marketers can be as close as a pocket, holster or purse.
How to be like Dolly? Get local with social. Global is brain…local is heart. Look for something simple and easy to use. Work with someone who has navigated the fast pace of change. Don’t go crazy with an assortment of tools – go with simple, all in one. Go with a platform you can grow with learning.
Meanwhile, for smart social marketers the consumer’s heart and soul must be “Always On My Mind” and the trick is to be forever “Near You”.
See Also: "Social is the New Trayliner"