Many marketers are singularly focused on collecting impressions. Not so for Linda Boff, Executive Director of Global Digital Marketing at GE. In an interview with Fast Company’s 30 Second MBA she explained that brand building is not about getting the most number of eyeballs, but about talking “to people in the most relevant way possible.”
Boff, named BtoB magazine’s “Top Digital Marketer of the Year” for 2011, looks beyond pageviews to measure campaign success. In a co-authored blog post on Harvard Business Review, Boff writes that a more useful metric “would be actively engaging” with a specific subset of relevant potential customers. She explains, “[digital tools] have enabled focusing on smaller, more meaningful segments,” a practice GE calls “micro-relevancy”—content that is delivered to the right audience, not just the biggest.
Boff acknowledges that GE “think[s] really hard about who [they] want to talk to.” This careful consideration of the target, in combination with digital technology, has allowed GE to reach “the right audience with the right offer at exactly the right time.” Something that has far more impact on business results than solely accumulating impressions.
See Linda Boff speak about building relationships with customers at our BRITE ’12 Conference (March 5-6, NYC).
BY KIM SHIFRIN