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The Internet has opened many and varied ways for consumers to search for, select, and buy what they are looking for. It’s no secret that, as a result, the consumer has more control over the process than ever before. This profound shift in the producer/consumer relationship has led to equally profound shifts in the way marketers need to market on the Internet. Now the word “relationship,” and the connection that implies, carries more emotional and profit-filled meaning than ever before, and is truly at the heart of the seller/buyer exchange.

To go to the heart of Intimate Marketing, we’ve scheduled Justin Livingston, known as the Magnetic Marketer, as one of the speakers during “Bridging Heart and Marketing.” He will show those who attend how to create an emotional connection with their customers that lasts – and it’s all about intimacy.

According to Justin, marketing, in its simplest form, is ‘lead generation’. You send your marketing message to as many people as possible, allow them to ‘self select’ or ‘choose themselves’ as being interested in your product.”

His point is that intimacy is inherent in the customer’s self-selection process. The customer/prospect is agreeing to participate instead of being coaxed, cajoled, or coerced into making the purchase.”

They do so through their own conscious choice, their own willful agreement – because they know, more and more, what control they have over the process, especially on the Internet.

Internet marketing is very different from traditional mass broadcast or print advertising because the marketing message enters the customer’s private space – office or home – via the computer. It’s true that television, for example, does the same thing. But the Internet/computer is an interactive media giving the customer an interactive voice in the process.

Justin makes the key principle that learning who your customer is - so you can more specifically direct your message to your buyer - is more important now than ever, because of the personal nature of the Internet.”

Try as they may, newspaper or TV ads can never be personal, because everyone who sees them knows, even unconsciously, they are meant to be seen by as many people as possible. But when a message comes into your computer via your personal email address, that’s like getting a letter from a friend or colleague. It’s just between the two of you and that’s intimate.

In real terms, it’s like becoming one with your customer so that when your message arrives, the reader has the feeling of being personally addressed, because they are, for two reasons: first, because you, the marketer, truly knows who they are; and 2) because you craft your message to be as authentic, transparent, and emotionally present as you can.”
It’s the emotional connection that’s the true bottom line. That’s real marketing intimacy.

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