5 Comments


  1. Interesting theory/model. One major flaw – the definition of advertising and assertion that everyone is sick of it.

    Examples? Well – almost any of the Superbowl ads; any of hundreds of ads that “go viral” each year (including ads that companies never “officially” used – http://adland.tv/content/adlands-10-10-top-ten-spec-ads-went-viral-past-ten-years).

    The key point is that businesses should not be over-reliant on any of the three categories above.

    “Traditional” campaigns can easily be extended across Digital platforms for greater effect and efficiency, with social platforms then used to encourage viral activity and for engagement.

    It’s also possible to forget the traditional component and have a pure digital campaign – again with social media used to encourage viral activity and for engagement.

    You will however find very few examples (if any) of successful campaigns run purely from the use of social media.

    Put simply – correct use of social platforms significantly extends the ROI for traditional and digital campaigns – but can rarely replace them.

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  2. Thanks for your comments Richard. I chose to define “advertising” as a bad word to make a point though, and in the sense that I used it, yes everyone is sick of it.

    My main point was that basically, when done right, advertising doesn’t “feel” like advertising, it feels like entertainment or conversation or something else that we enjoy.

    There are lots of examples of successful social-media-only campaigns. I sat through a webinar with the owner of Domino’s Pizza in Chicago last week… and was equally impressed and annoyed at the tactics used. (Can’t deny the success though). Plus, there are loads of internet only businesses that make millions of dollars a piece and never touch traditional media. I know a couple of these entrepreneurs personally.

    I agree that any media channel should be investigated for it’s appropriateness to the industry, audience and communications goal. In the end, ignoring any of them, whether traditional or digital is a mistake.

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  3. [...] For local retailers and service providers that market to the general population, advertising on the radio can be very effective.  Success or failure on the radio can be attributed to factors such as relevance, repetition, brand awareness, call to action, measurement, and creativity.  As with any other media, it’s important to integrate your radio campaign with other online and offline efforts.  An integrated campaign is greater than the sum of its parts.  For a primer on Integrated Marketing see: Engaging Customers: From Bored to Boombastic! [...]

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