Baer Facts

Baer Facts – Are You Making Marketing’s Biggest Mistake?

The Baer Facts Social Media Controversies

Social Media Controversies Addressed, Fresh Each Week

This special edition of The Baer Facts with my friends from ExactTarget features me urging caution to all marketers, live at the Convince & Convert company retreat in Puerto Vallarta, Mexico. (eat-your-heart-out photo of our secret lair on Instagram).

I based this video on new research from ExactTarget called Marketers from Mars (infographic summary below, and you canĀ download the whole report for free here). The study found big differences between how marketers (that’s you and me) use social media, compared to how real people (your customers) use social media. For example, 61% of marketers follow at least one brand on Twitter, so of course we assume that’s the norm. But yet only 12% of non-marketers follow brands on Twitter. That’s a massive difference, and it causes us all to fall into the most dangerous trap in marketing, and make the biggest mistake in marketing….believing that our needs, wants and behaviors are similar to our customers’.

Don’t do it. Watch this short video for more:


social media marketing

This infographic is brought to you by ExactTarget, a leader in social media marketing.


Facebook Comments


  1. says

    Interesting… was just telling someone today that a big mistake many make is thinking that direct mail is dead. It’s far from dead – just usually done poorly. Good piece, Jay.

  2. says

    Very interesting. Like in many other fields, marketers get lost in their own bubble. I wonder if consumers are simply behind in their use of technology compared to marketers and will eventually catch up or this is an enduring trend?

  3. Darragh Mulryan says

    Really would never have thought there would be that much of a difference in trends. Have their been further studies such a psychological ones done?I literally just removed the ”subscribe by email” widget from my marketing blog today

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