Economy of Social - Social Media Tips, Marketing and Business

In 1985, Tommy Hilfiger was launched through an ad campaign that practically made Tommy Hilfiger an overnight sensation in America. The ad showed a fill in the blank style list, which featured Calvin Klein, Ralph Lauren, Perry Ellis and suggested that Tommy Hilfiger should be added to the list. The ad, which mortified Tommy finally went live including being shown at a Times Square Billboard.

I've heard a few marketeers say, "These ads are meant for TV and thus won't work for digital" . Fact - An ad that won't work well on digital will also not work well on TV. People have rejected it. TV Advertising is a very challenging space. You have an extremely limited amount of very costly time to engage with your consumer and communicate your message. If the consumer does not like your ad on TV, she's going to skip the same ad/content on social media as well. The vice-versa is also true. If she likes your ad on social media, she's definitely going to give your ad on TV a second look.

It's a lonely time for the brand. In a world where clutter is increasing by the day a lot of marketers are focusing on call to action driven marketing. With the knowledge that a consumer's attention span is decreasing more marketers are trying to bombard consumers with messages that have a clear call to action i.e. "Come try my brand (as soon as possible)". Even more visible are conversations where practitioners try to distinguish between marketing activities as branding activities and sales activities. Why? Do strong brands don't sell? Why would a strong brand not sell? If the objective of your business is sale and revenue, why invest at all in a branding activity?

Content Marketing is the buzz word right now. Content Marketing institute defines Content marketing as a  "strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. "