Direct Line Blog

Trolling for brides-to-be

Share this article:

The day after I changed my status on Facebook to read "engaged to" ... the social network's ad server had found me. Pretty much the only Facebook ads I have seen in that right-hand column since that day two months ago are for wedding photographers, bridesmaid dresses and exotic honeymoon trips.

Of course, I haven't done anything to prevent this. I entered a Nordstrom Weddings Facebook sweepstakes a week ago (C'mon $20K!), and I'm constantly cruising the Web for things that only brides-to-be must search for on a regular basis (what flowers are in-season in Maine in August? What is the right time to send a save-the-date?), so that the search engines at large have now caught on to me.

And thanks to The Knot, a magazine and online destination for modern brides, my mailing and e-mail address are now on file with every possible wedding vendor in the New York City area. Of course, as a wedding amateur I opted in to receive all of these marketing materials, because I want to be invited to my local Macy's and Crate & Barrel's registry "Wedding Registry" parties, as well as receive the editorial tips that accompany much of this, including what types of gifts to get groomsmen.

At the same time, I'm struck by the incredible world of niche direct marketing I've entered. I've become hyper-focused on which marketers are making my year-long planning easy and which are not. One e-commerce dress vendor allowed me to e-mail pictures of potential gowns to friends, but I couldn't share them on Facebook where I would have enjoyed seeing the votes tally up. Another vendor had included their winter wedding insert within their Facebook page, and I was able to easily share it among my bridesmaids. They quickly picked their favorites in a social shopping coup!

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Voice of the Customer Is Far More Than Surveys

Voice of the Customer Is Far More Than ...

Linking what's learned from direct and indirect customer input creates a more holistic view of customers' expectations, needs, and perceptions.

All the Post Office Needs Is a Little Repackaging

All the Post Office Needs Is a Little ...

If big mailers want Standard Mail prices kept in line, they need to root, root, root for the Postal Service shipping team. It trails UPS and FedEx by $6 per ...

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.