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Table of Contents

Lead Story

Social media reshaping the marketing landscape

News

Industry Update

SEPA moving forward incrementally

Square evolves but will it prevail?

V.me by Visa the answer or an answer?

Features

Research Rundown

A company built for its agents

Reach out and engage someone

Selling Prepaid

Prepaid in brief

Longevity, inclusion sought in new AML rules

Risks posed by extra links in prepaid value chain

Views

Money isn't what it used to be

Jeffrey I. Shavitz
Charge Card Systems Inc.

Education

Street SmartsSM:
EMV, are we there yet?

Bill Pirtle
C3ET Credit Card Consortia for Education & Training Inc.

'Tis the season of happy (hacker) days

Rich Running
SecurityMetrics Inc.

Pushing past roadblocks to success

Jeff Fortney
Clearent LLC

Game plan 2012

Karin Bellantoni
Blueprint SMS

Getting Level 4 merchants to the PCI doctor

Tim Cranny
Panoptic Security Inc.

Discipline and persistence pay off

Peggy Bekavac Olson
Strategic Marketing

Company Profile

SignaPay Ltd.

New Products

A virtual call and payment center

IVR Pay-by-Phone gateway
Global eTelecom Inc.

A cloud-based payment remedy for docs

Medical office billing/payment portal
Kareo Inc.

Inspiration

Giving - the scalable solution

Miscellaneous

2012 Calendar of events

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

December 12, 2011  •  Issue 11:12:01

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Reach out and engage someone

Maybe the term "marketing" is outmoded. The word has traditionally suggested how businesses communicate to consumers rather than with them. In our new, social media-saturated environment, one-way communication no longer suffices. Reaching customers today is all about engagement. The old paradigm is represented by television advertisements, telemarketing calls, direct mail and mass emails - all of which still have a place but are less vital to customer acquisition than previously.

In contrast, the social media world is immersive and interactive through such vehicles as real-time instant messaging, social media posts and online role-playing games. And interaction is the engine that drives interest and profits. For people to notice your products and services, you must engage them through entertainment and education. Packaging is important, as striking images, color combinations and logos attract the eye. But content is also critical: people are always looking for tips, insights and solutions that will enhance their lives.

Interactive opportunities abound

The Internet and mobile communication technology have given rise to innumerable engagement opportunities be they multimedia tradeshow presentations where attendees are asked to interact via text message polls, or webinars in which attendees are encouraged to participate via live Q&As and product giveaways. Here are a few other avenues to explore:

Remember, in all interactions, consumer relevance is key. The window of opportunity to "hook" consumers is brief. Respecting their time by focusing on their needs and delivering pertinent content will go a long way toward getting that most desired outcome: loyal customers for years to come.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | USAePay | Super G Capital LLC | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems