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Can’t Buy Me Like: Driving Results Through Authentic Customer Connections

July 16, 2013

Executive Summary

Today’s brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. As the song goes, money can’t buy you love. But in today’s world, where people have become desensitized — even disillusioned — by ad campaigns and marketing slogans, that maxim is even truer: money can’t even buy you like. We’ve entered the “Relationship Era,” where the only path for businesses seeking long-term success is to create authentic customer relationships. But that doesn’t happen through hip social media promotions, viral videos, or blizzards of microtargeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, simply don’t work over the long term. Doug Levy, CEO of MEplusYOU and co-author of Can’t Buy Me Like, described how any company can navigate through the Relationship Era and drive results through authentic consumer connections.

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Source

"Can't Buy Me Like: Driving Results Through Authentic Customer Connections." Doug Levy, CEO of MEplusYOU and Co-Author of Can't Buy Me Like. ANA Digital & Social Media Conference, 07/16/13.

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