More often marketers are going by a new name – eMarketers. The Wall Street Journal first coined the term “marketing technopologists” to describe the same kind of person – someone who brings business, technology and social interactions together. Right now, approximately 24 percent of marketers in the United States consider themselves “digitally savvy”. So who are these digitally savvy eMarketers? They are comfortable talking about new technology while they relate it to creativity in the company. They are not just talking about what Twitter is and how to use it. Instead, they are explaining why it is important to the company. To be a true eMarketer, this person must go beyond the explanation that everyone else is on Twitter, so you should be as well. Rather, they will explain how your company can begin tracking influence through 140 character, text message-like updates. The eMarketer will also be able to talk about how social engagement is more than just a passing phase. Instead, it is the newest way businesses can directly communicate with their customers and the customers can directly respond back to the companies. He or she will also be able to talk about how Facebook, LinkedIn and other social graphs are growing and how to apply the new features to your business model. Not only will the eMarketer introduce you to new gadgets, he or she will make sure you understand how to use them to make your business stronger. Twitter and Facebook are not just time wasters, they are the newest way to deliver good customer service and keep your best customers coming back. A good eMarketer will understand these concepts and be able to communicate them to members of the C-suite. eMarketers can look beyond the “shiny objects” provided by new technology and understand what they mean. Social media represents the latest cultural shift in communication and connections as that shift relates to your brand. eMarketers will embrace new technologies now. Anyone can join something that has already become an important part of an industry, but the eMarketer can see the new technology growing in importance and will help your company become a part of it before any of your competitions realizes how to use it. Waiting for tools and technology to become commonplace gives an upper hand to your competition. Sharing is the most important part of being a successful eMarketer. This person will understand how important it is to create a solid sharing platform for your business. He or she will understand that sharing is anchored in social interactions among people. Communication is the foundation of any culture or society and new sharing tools make social interactions easier and faster. The eMarketer will be able to sift through all the noise and create a solid strategy for your company to follow. He or she will be able to craft a message, spread it through social media and watch your customers do the rest of the legwork. Instead of purchasing banner ads, emailing a database of people or call-to-the-web print and television ads, social media does the work for you. Create an interesting campaign and people will pass it along to their friends without much prompting from you. The right eMarketer will weave all these concepts together and create a campaign that combines marketing, technology and social insight to give you a competitive advantage.
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Sharing and social media are not just for teens or college students. An intelligent brand manager or marketer can harness the power of social media and put his or her company ahead of the competition.
Tim Schigel is the author of this article on Social Engagement. Find more information about Tracking Influence here.
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