The Fall of Advertising and the Rise of Social Media
Feb 21, 2007 Michael BritoDon’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
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February 21st, 2007 at 5:35 pm
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.
February 21st, 2007 at 5:42 pm
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.
February 21st, 2007 at 5:57 pm
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.
February 21st, 2007 at 7:34 pm
personal, targeted and relevant!
February 22nd, 2007 at 2:08 pm
personal, targeted, relevant...and insane if you are democrat!!
hehe.
February 22nd, 2007 at 3:38 pm
ohhhh...that was a low blow.
February 22nd, 2007 at 8:16 pm
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."
February 22nd, 2007 at 11:44 pm
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.
February 23rd, 2007 at 12:19 am
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.
March 29th, 2007 at 3:13 pm
[...] As I mentioned in a previous post, social media adoption is growing exponentially. According to Ad Age, citing a report by Brian Haven of Forrester, marketers are increasingly adopting social media into their overall marketing plans. Over the last 12 months, social media has grown to the point where 40% of marketers are using or testing RSS, up from 10% last year, and 34% are use or piloting blogs, up from 13% in the 2006 study. On the other hand; and where I think there is the most opportunity, Social networking has the slowest adoption rate of all social media distribution channels but still managed a healthy 20% increase in usage. [...]
February 17th, 2008 at 8:54 am
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March 1st, 2008 at 12:40 pm
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!