Post the social media expansion, the world is a maze of an interconnected net, which can make or break a brand in no time. To understand this completely, let us take a look into the past, about two decades ago. It was the age of PCs to connect to the internet, and many of us used a dial up connection. A known joke among surfers was, if one wants to open a web page, rich with image, just type the URL, take a cup of coffee, sit back and relax. If you are lucky, the page may open up by the time your coffee is over! The internet was a phenomenon as compared to the present day; it is a basic utility. It helped people gain knowledge, but not connect like today. For marketers, the tool to reach their audience was limited to yellow pages, postal mails and television. The idea was to create a splash so that your audience could recall your brand when they are actually buying. You had no option to measure the receptiveness of your brand in the decision making process. Previously, marketers used to know whether their marketing efforts doomed or bloomed, with the subsequent result of a significant investment already made. To grab the attention of consumers on a large scale, repeated ads in newspapers or ad slots on TV during prime time were the main marketing pursuits.
Today, TV ads are still the primary means to publicize, but, their success or failure is not confined only to TV viewership. Once launched, a TV ad is dissected, shared and made popular by the social community on the internet, which draws attention of several active individuals online to YouTube/TV to watch the ad and popularize it. Hence, the way marketing is implemented has definitely changed. We can now safely divide them into two segments:
- Viral marketing
- Viral expansion loop
In the second option, persons obtain value from your brand by engaging and motivating their entire personal and professional community to either use it or not to use it.
Which one do you think is more interesting? The second option? But, it is not easy.
For that, you must have a social strategy and the right tools to measure the effectiveness of your brand strategy from the beginning and change your track in between, if needed.
Look forward for a more interesting read, covering reality stories in Part II…..
Read Part II at http://spansys.blogspot.in/2015/02/branding-in-age-of-social-media-part-ii.html
Post the social media expansion, the world is a maze of an interconnected net, which can make or break a brand in no time. To understand this completely dripfollowers
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