Michelle Murray: Social Media Allows Beef Checkoff to more Effectively Target Millennial GenerationThu, 29 May 2014 16:11:34 CDT
Michelle Murray is the senior executive director of innovative communications for the National Cattlemen’s Beef Association. They are Beef Checkoff contractors, so, as a result, she works on behalf of all cattle producers in getting their message out via social media. She says one of the most amazing things about social media is its ability to precisely target each customer.
“The beauty of digital is that it allows you to be real time and to connect with that consumer in the very moment. So, for instance, on Facebook, if a consumer is posting information about looking for recipes or that they can’t come up with something good to eat for dinner tonight, we can specifically target those kind of consumers and send a news feed post that goes right in front of them instead of having them having to seek out information about beef.”
She says those solutions may include stopping at a restaurant for beef stir fry, or stopping by the store to pick up any one of several prepared beef dishes or even picking up ground beef for a make at home recipe. The trick for marketers is to be in “place all those moments she is considering when to include beef in her family mealtimes and being there to answer those needs.”
“The beauty of digital is that we can analyze all the data points very carefully so that we know how many consumers are going online, going to Google and searching for information around easy weeknight meals. We know what time. We know where they’re asking those questions in terms of what part of the country. We know what types of questions they’re asking. For instance, folks in the Midwest are asking about certain cuts that are different than those of the consumers on the East Coast. So we can send messages, uniquely, to the East Coast and the Midwest based on what they are asking for.”
Murray says the digital world allows for the use of highly-effective analytics in targeting the right consumer with just the right message and also spending advertising dollars most effectively. Advertisers, more and more, are paying for advertising based on the actions of the consumers. If consumers don’t click on display ads and videos, advertisers don’t pay. It allows for constant feedback and fine-tuning of advertisements and approaches to the individual consumer.
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