Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Brand advertising doesn't fulfill real time consumer needs
Posted on April 26th 2010
There's a sea change in consumer advertising, and it's tangible. Traditional mass media advertising has been blindsiding consumers with the “commercial” for almost a century. They are gladly TIVOed out, and still remain at best tolerated, and at worst, an affront, a waste of time. The contextual commercial, an ad served based on the users' personal preferences, would seem to be a more attractive opt-in, but one only needs to be reminded of the deluge of “opt-in” emails to realize that streams of advertising in aggregate are still noise. I myself opt-in to nothing to avoid the deluge.
Simply put, the most effective advertisement now needs to provide immediate value to the consumer, and not be perceived as an overt, even oppressive play for brand equity. Commercials and banner ads, like spam and popup ads, will lose credibility because they are seen and suspected for what they are — a pushed brand sell without regard to the needs of its recipients. The value-laden ad needs to either 1) provide an immediate transaction solution to a problem, or 2) provide monetary benefit to the user.
1) Provide a transaction solution
The big problem with search engines is simply their inability to efficiently find the product or service one wants to buy at the best price, particularly on a local level. Try googling “tennis racquet sale in San Francisco“; you'll see that it's impossible to find a local sports store with a sale going on. Soon local retailers will post their weekly advertising circulars on Facebook, and the search engines, as well as Facebook's Open Graph initiative, will not only find these circulars in real time, but also track the conversations revolving the retailer and its current sales items across all social media (Yelp, Foursquare, Twitter, etc.). This is a practical and easy to understand example of what the contextual web will mean for consumers. Simply put, you can easily find what you need.
2) Provide monetary benefit
Extraordinary discounted deals and coupons that are truly valuable (and not the almost patronizing 10% off sale) will always be welcome. Broadcasting these deals is not perceived as advertising, they are “found money”. Groupon and its many imitators will reincarnate the Penny Saver coupon, but instead of arriving in the mail and being tossed, they will be followed and monitored by consumers who want to save 50%+ on a service or product they can use. Getting a bargain is an emotionally satisfying experience.
Link to original post