Finally, someone explained it. Listen up world, as we tell the sad, sad story of the last advertising agency on earth – courtesy of FITC, which is, oddly, an advertising agency.
Why this video? Well, currently we are hard at work putting our new SMB platform to the test and each member of Team Dukky has a part to play. My main duties have been in assisting new small business clients to draft out their campaigns and put them into action. Small business owners on a whole are a pleasure to work with. Most are eager to dive into the social media integration and live analytics feed our product provides. However, from time to time I’ve been hit with one particular question – why should I have my campaign set up as a share-to-win promotion? Will social media help me at all?
While the answer seemed obvious to me, I have come to realize that many small business owners are operating under the rules of the old guard of advertising. This, my friends, is a mistake. Television and print ads alone are quickly becoming a thing of the past. Consumers are tired of having marketing messages dictated to them. They’re tired of having no control over what sort of messages they’re bombarded with. With the growth of internet capabilities, smart phones and the ever expanding reach of social media into every aspect of our lives it’s no wonder that traditional marketing tactics are failing to work. Think about it. How many people do you know that sit and watch cable television anymore? They don’t. They have Tivo and DVR. They record their shows, watch them on their schedules and, if you’re like me, relish in the fact that they can fast forward through the commercials. That’s right, I work in marketing technology and I hate television commercials. In fact, I don’t even have cable. Why pay $60 a month when I can snuggle in bed with my beloved Hulu? Sure, there are commercials (count em, 3 per episode) on Hulu shows. BUT they allow me to tell them if the commercials are relevant to me or not and then customizes what ads pop up during my shows. Most are even interactive. Hulu listens. Hulu learns. Hulu, is my new best friend.
Consumers do not want to be pandered to. Our lives are too busy these days. We need smarter marketing. This is where digital and social media, with their ability to take traditional marketing further, have taken hold. When I log onto Facebook I don’t see ads for arthritis pills, Dora the Explorer or hockey gear. Why? Because those things aren’t relevant to me or my life. It would be a waste of money for a company to pay to put those ads in front of me. I’m never going to buy Scott Turf Builder. I let the landlord worry about the lawn. Facebook and other social media sites allow advertisers to filter the people their ads are visible to based off their searches, likes, posts, tweets and comments. So when I login to Facebook I see ads for local New Orleans music performances, my beloved Saints (Who Dat!), sales at Anthropologie and discounts at Starbucks (yep, I’m that girl).
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