Economy of Social - Social Media Tips, Marketing and Business

Jonathan has made a point on Old Spice Social Media campaign . he says, The Old Spice campaign is the latest variation on this very old idea, with some important caveats. It isn't classified as commercial, but rather social, so there's no message at the end like "Shoot the brute some Old Spice." It riffs on its own prior creative content, so it's not really about the brand as much as about the brand's branding and giving entertainment to in-the-know viewers. So I'm sorry, what's the point again? I understand why the campaign is perfectly suited to social-technology platforms, but TV or print ads were matched to the requirements of those media, too, without giving up their purpose. The argument that social campaigns have no point other than being social is more an excuse than a strategy, since consuming and commenting on content is nothing new (only the clickable tools are). You can add up all the time consumers spend chuckling at the videos and st...

Is advertising clubbed with a philanthropic tone justified ? It has been proven that a consumer responds better to a philanthropic advertisement as compared to a direct sales pitch. But isn't it somewhere misguiding the consumer ?Ultimately a company wants a sale, so it dresses as a sage and comes to you with its product. Its like Baba Ramdev endorsing a pharma company. Although I have my doubts in the Baba himself. Sadly this form of communication is being endorsed by Adage. Peter Daboll is CEO of Ace Metrix wrote in AdAge  Philanthropic ads for major brands continue to show strong advertising value. Consumers respond better to a message about what companies are doing for them, instead of a straight sales pitch.