Based on the Neilsen survey results showing consumers trust “known people” and then “consumer opinions posted online” and “editorial content” and “brand websites” more than typical, traditional advertising channels (TV, radio, print) and way more than digital marketing channels (banner ads, video ads, mobile ads), you should be asking yourself one question:
WHERE SHOULD I SPEND MY MARKETING BUDGET?
Your marketing budget should be allocated primarily to social marketing, your web properties and PR. I wouldn’t completely forgo traditional channels or digital channels, but they should be smaller portion of your overall marketing budget.
In our brave new world of marketing and advertising, your marketing budget should be focused on getting consumers to talk to each other about your brand and getting social media hubs and other trusted and popular blogs, bloggers and news sites to talk about your brand. In addition, you need to find ways to entice consumers to post positive product reviews about your brand.
Today, it’s all about social and surprise marketing–marketing that gets consumers to take notice, talk, exchange, interact and experience.
The big takeaway for marketers is that consumers are more and more ignoring and rejecting traditional advertising and marketing. The only way to break through is to engage consumers with relevant and valued advertising and marketing experiences.
But remember–no matter how incredible your marketing may be, if your brand isn’t remarkable, then consumers won’t have any reason to talk about it (at least positively).
Agree on all points but I think the two biggest challenges most of us face are convincing those who struggle with the “Brave New World” to trust its impact while recommending to those same folks that there’s a need to revisit the brand.
Much has been said both positive and negative about the generational divide but the reality is those of us who are in charge of implementing marketing have a lot of convincing to do. The walls are coming down but not as fast as the marketplace changes.
In addition, as the environment changes at such a rapid pace even the best of the best struggle to discern the best way to evaluate the “brand” and ensure it is delivered through new mediums.
A challenge, yes, but a fun ride none-the-less.