The Fall of Advertising and the Rise of Social Media

Feb
21

Don’t be deceived by the title. Advertising will never ever ever ever go away. Despite what Al and Laura say in their book, Advertising still works and is here to stay! However, social media is taking the market by storm for several reasons. I personally think its customer engagement. When customers feel engaged, they become loyal brand ambassadors with a strong emotion of belonging. This is something that can’t easily be taken away by a competitor. When a company can create that dynamic of two-way communication between a customer and a company, they are more likely to help foster long term, profitable relationships with them. Here are some recent headlines about companies that are adopting social media strategies as a part of their overall marketing mix.

In the news this week it is reported that hgtv.com is launching a social networking site for their target consumer group. Users of the site will have the capability of writing ratings and reviews, post to various forums, and upload photos of their living rooms, bathrooms, or other rooms that have either been recently designed or need remodeling.

According to Adweek, Sony and video-sharing site Grouper, in an effort to increase customer engagement and excitement are holding a contest to look for two people to be the “Face of the Fan” and report on movie news.

Chairman and CEO of Marriott International Bill Marriott is already yielding positive results from a blog he launched last month. In fact, one of the first posts, “Uncharted Territory,” has already received over 80 comments. According to Three Minds, the blog summarizes what blogging is all about – and what it can ultimately do for a brand by telling stories, listening and learning from customers, and putting a face to the brand.

And lastly, our lovely Democratic Party is finally catching on to Social Media. Mr. Obama’s website allows users to create profiles, find nearby supporters, plan and attend events, network with friends, become a fundraiser and set up a blog. On the Clinton’s side, the Team Hillary Action Center wants users to help build the supporter list, host and attend Hillary events, set goals for “Hillraisers” or registered users and become a guest blogger.

These are just a few examples of how big brands/politicians are adopting social media in a way to engage with customers; a difficult yet rewarding task, if done right.

Technorati Tags: social media optimization, measuring social media, SMO, socialmediaoptimization, social media marketing

Author: Michael Brito

Michael Brito is a Vice President of Social Media at Edelman Digital. All thoughts and opinions on this blog are his own and do not necessarily reflect those of his employer or clients; neither past or present. Feel free to follow him on Twitter or subscribe to this blog.

Deepak

I still feel that the numbers have to fall to scrutiny.. taking a global picture and leaving the US we're talking very little numbers of people online and even fewer participating in Social Media. Marketers would only care if enough people make pivotal decisions on their sales!
Michael Brito

Brendon - as always, great commentary. I like the analogy of puppets and puppet masters. I would also add that social media is about bypassing the fluff, engaging in real-life conversations, and facilitating communication (2-way) with consumers in an effort to build long term, profitable relationships with them.

Where direct advertising fails is of course the fluff; but it also pushes the message to the consumers without giving them the opportunity to respond. Customers are more likely to engage with the brand if you give them an outlet to communicate back.
Michael Brito

Jason - you crack me up man. I try and refrain from discussing any political opinions on the blog as to not offend the readers, and I am sure many of you would be offended if you knew which I way I lean. Here is a good blog to discuss politics. I do agree with your points though.
Brendon Swanson

I have a slightly different take on this. Look at our market situation as a a puppet and puppet master. The puppet master is us, marketers. The strings are the facets of marketing - advertising, promotion, public relations and sales. Obviously, the puppet, and not in a derogatory manor, is the consumer.

Truly you want the customer to respond to the pull of each string, but pull too hard on one, it'll break and the response to another will become greater. Thus, we have advertising. We've been pulling on the advertising string so hard and in such a sloppy manor, that we've completed broken the tie. The art of advertising is in hiatus, and the market is filled with fluff-makers.

Now, the general business public has grasped another aspect in marketing which is well known in sales as a "trial." This doesn't necessarily mean the consumer doesn't own any stock, rather it means the consumer is given the chance to sit in the driver's seat, though, supervised. This is where I disagree with Kalison when she says marketers will lose control. Look now. They have complete and utter control. Michael has a social system set up right here in which we're all participating. We feel we have some control but he's driving this car. He directs our position.

Advertising will see a dip, but will be back in a bigger and more novel way in the future. Right now we're experiencing a different facet that will lead the market for a while. Keep in mind our namesake: "change agents."
Jason Yee

ohhhh...that was a low blow.
Kalison Cook

personal, targeted, relevant...and insane if you are democrat!!

hehe.
Jason Yee

personal, targeted and relevant!
Roger

Advertising will never die...the strategy just needs to shift and become more personal/targeted.

What will die is broadcast and maybe radio......i can't remember the last time I actually saw a commercial on TV...thanks for my Tivo.
Jason Yee

Great post. I have been telling my clients for years that 'customer engagement' is the future of marketing; and they have yet to catch on to this simple concept.

On a side note, the democrats are going to win the White House in 2008 because they are engaging the voters....lol.
Kalison Cook

Agreed. I don't think advertising is dead; but I do know that consumers have filters and only see/hear what they want to. It's like when I was refinancing my house, all of a sudden I heard a ton of 'refinance your mortgage' commercials all the time. I don't hear then now! : )

I also agree that social media is "taking the market by storm". I see it everyday online and in the newspapers. I am wondering, however, when big brands will eventually adopt such a strategy since they will basically lose control of their advertising message.