Marketing Pilgrim

We often talk about how much a “like” is worth in terms of marketing. But what is a “like” worth to the consumer?

Take a look at this chart from eMarketer. The results clearly show that consumers expect to get something in return for their click. But when the CMO Council asked marketers what they thought, they said that consumers clicked out of loyalty or love for their product.

It is true that clicking the like button does imply a certain fondness for a brand, but love will only get you so far. Once the bloom is off the rose, consumers want to be rewarded for their loyalty.

You could go to Jared, or you could offer coupons, discounts, and freebies, They’re the best way to get me to like your Facebook page.

Today, the fledgling social network Path was forced to issue an apology based on how it used contact data from its users. That’s an oversimplification of course but you can find plenty of places where the incidentals have been explained. Even Path investors like Michael Arrington’s CrunchFund had to call out the company.

The story of the day is definitely about Path (a CrunchFund portfolio company). The company has been copying address book information to their servers without user knowledge.

The company was apparently already aware of the issue and was taking steps to address it prior to this post coming out. The Android app has an opt-in, and a version of the app with an opt-in is awaiting approval at Apple, says CEO Dave Morin in the comments to the original post. Morin has also flat out apologized.

While the Internet cynics are looking at the Google Screenwise project as something curious in light of recent Google moves, I find the general idea a bit refreshing and something that has been sorely missing from the equation for a very long time.

The page at Google which describes this service offering says the following

Google is building a new panel to learn more about how everyday people use the Internet.

The new project is called Screenwise. As a panelist, you’ll add a browser extension that will share with Google the sites you visit and how you use them. What we learn from you, and others like you, will help us improve Google products and services and make a better online experience for everyone.

Google’s SPYW (Search Plus Your World) certainly has elicited some strong reactions. We have heard many of them, read the long -winded diatribes and had every “expert” weigh in on the situation. That’s all necessary (I suppose) but when the rubber meets the road, just what level of impact this change in Google’s search methodology is will be determined by the Internet commonmer, not the Silicon Valley insider.

That’s why some research from AYTM Market Research that was passed through by eMarketer is interesting but I have some questions myself. First, look at this chart which measures people’s concerns about privacy and search.

Right now, some of the top internet entrepreneurs are in New York City discussing social commerce, Facebook, the daily deal space and all things social media.

It’s all happening at the Social Commerce Summit and since we can’t all be there, Business Insider is boiling down the important points in a series of articles on their website. It’s still a lot to take in, so I’m narrowing it down even more.

Here’s my pick for the top 5 pieces of marketing advice culled from lists put together by Business Insider.

5. Like it or not — Google+

Jason John, Gilt Groupe marketing exec says:

Search is extremely important to us. Google will have its way and we will have to focus on Google+. We launched our presence on Google+ yesterday.

We have a Blockbuster store in our town that is still open for business but you wouldn’t know it when you drive by. But if you go down a block to the grocery store any evening, you’ll have to navigate your way around the line of people waiting to hit the Redbox DVD machine.

Now that Redbox has the hard-copy, DVD rental biz sewn up, it’s time to move on to the streaming biz. That means competing with Netflix. Even with all their recent troubles, the online DVD rental company has carved out a deep niche for themselves.

Redbox isn’t worried. They have a plan and a partner – Verizon.

Maybe 2012 will be the Year of Online Security? There seems to be some talk about it these days and that is a good thing. We like to get excited talking about all the latest ways to communicate and the gadgets that enable that communication. We are all about getting the message across and finding out who did what and why online.

As marketers that is perfectly acceptable and good. It’s our job. An increasing part of that job, however, is the responsibility of ensuring the relative safety of our businesses in the online space. That seems to be more precarious than ever especially with the extensive movement into the mobile space.