Download e-book for iPad: Can't Buy Me Like: How Authentic Customer Connections Drive by Bob Garfield, Doug Levy

By Bob Garfield, Doug Levy

Today's manufacturers face an obvious selection among evils: proceed having a bet on their more and more useless ads or positioned blind religion within the supposedly mystical energy of social media, the place "likes" stand in for transactions and a mass viewers is maddeningly elusive.

There needs to be a greater means . . . As Lennon and McCartney wrote a part century in the past, funds can't purchase you're keen on.

But in today's global, the place humans became desensi­tized-even disillusioned-by advert campaigns and advertising and marketing slogans, that maxim wishes an replace: cash can't even purchase you love

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Sample text

Ever hear of Facebook, MySpace, or Twitter? Of course you have. A decade or so ago, the big thing in business was to participate in networking events. A bunch of professionals would get together someplace to make small talk, eat shrimp, and forge connections with each other — connections they’d presumably capitalize on down the road. Well, social networking on the Internet is based on the same idea, except it isn’t just about business, and you can do it in front of a computer while wearing your pajamas.

Aggregators can work really well for some categories but not so wonderfully for others; their strength is in finding companies that do simple, home-based jobs, such as a locksmith or an electrician. 33 34 Part I: Getting Started with Local Online Advertising ✓ Cons: A given lead can be passed to multiple merchants at the same time, creating a race among merchants to get to that consumer before anyone else does (survival of the fastest). Consequently, a consumer may get overwhelmed with calls from lead-receiving merchants and get annoyed with the whole process.

Using local search listings To better capture local search traffic, the large search engines have created special areas to cater to the local searcher. com) and Yahoo! yahoo. com). And the best thing is that with most of these sites, at least some level of local listings are free. All you need to do is upload basic information about your business to the search engine’s computers and then your site appears within organic search results. com/localbusinesscenter) or the Basic Listing section of Yahoo!

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Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results by Bob Garfield, Doug Levy


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