Posts Tagged ‘Social networking’

The Tip Of The Spear

Friday, Sep 5 2008

http://remade.files.wordpress.com/2007/11/spear-logo.jpg

Mark Hass, CEO of Publicis’ Manning Selvage & Lee, recently stated the following in the July 28, 2008 Advertising Age article $80 Billion? Online Display Market Is Being Overhyped:

Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated media piece. Let’s see where consumers take the product and brand, and shape advertising and the rest of the marketing opportunities around that.”

The hypothetical example he provides in the article is “how Febreze might target college students by handing out samples on move-in day. Soon it becomes a subject of conversation within a social network of that community (and if it doesn’t, a brand can suggest it become one, asking students what they’re going to do to make their rooms smell better when their parents come to town).”

While we haven’t been as bold as Mr. Hass, we too at Brunner Digital espouse to our clients that they should be engaging social-media and utilizing it to help mold their advertising campaigns. As our own Creative Director, Ernie Mosteller, wrote in his last post about effective websites, we know it is about content. Content that is compelling to consumers. Content consumers will keep and that they will share. Discover what consumers are doing with your brand on Facebook, MySpace and relevant blogs. Update your site with the brand engagement trends you see in these social-media. You already know it will be attention-grabbing because consumers are creating and sharing it on their own.

The same standard can be applied to 360° advertising campaigns. Given digital dynamic printing and digital production, your direct marketing and broadcast should be able to morph as quickly as your website.

For this to happen, advertisers need to seriously reflect about themselves and their brands. Consumers now expect more-engaging forms of content in every brand marketing communication. If social-media isn’t the tip of your marketing spear, it should at least be a plane of the blade.

Is the art of conversation dead?

Monday, Mar 31 2008

While seated at dinner the other night, I heard my Blackberry alert for an incoming text message. I should have left it alone but wondered over to pick it up and see who the sender was. Of course it was from my 20 year old daughter who texts constantly to the entire world. The most interesting thing was that she was actually just across the table from me but chose to communicate through text messaging rather than talk. So like a good dad I asked her why she didn’t just tell me and her reply was “Oh sorry I always text when I can’t be bothered to talk to someone, I forgot it was you” one brief apology later and all was well. Its no wonder that last year in one month alone Verizon reportedly handled 10 Billion text messages http://www.reuters.com/article/companyNewsAndPR/idUSWEN958520070724

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