Thank you Musa. Yup, as you say there is plenty opportunities now. The market is somewhat resistant to use this medium because they are irritated by promo mailers that they did not sign up for. Yet, if people want to hear from you - TALK THEM:-)
Surprised that there wasn't more focus on the power of branded entertainment and the important of convergence in a global (and local) market where interruption-based advertising is dead. Gloo's Pete Case posted a great article on the subject earlier this week; and FM ran a feature last week on the massive change in viewership habits as the Web-ification of TV reaches its tipping point . Its time Ad awards reflect these changes and start recognising non-traditional agencies changing the landscape. The old adage, "Content is King" continues to be true, but its evolved to a point of becoming the most basic entry-point requirement if brands want to engage with consumers in ways that count - not only in likes and shares but in trial, loyalty and relationship.
He was a great man he really kept the African countries in a state of unity. After his death the mutual cooperation of the African countries has literally died, the Ebola virus has claimed so many lives and still the countries are not cooperating properly to put an end to the epidemic. The afcon 2015 is being disowned by all the countries and no one is agreeing to host the mega event. If Nelson Mandela would have alive this sort of catastrophic could have been minimized.
Goodness, I'd forgotten how fantastic your writing is. Kudos for this beautiful phrase (which I intend to use/steal): 'some stand up, stand alone, stand proud originality'. And thanks for the lovely comment.
So who are really "brainwashed"? The people whose only response to the above appalling public health outcomes is "more of the same". Or the people who sensibly recognise failure and look for solutions that might actually achieve results.
This lecture gives a good overview on how we got to this ridiculous place :-
As usual, Tiffany has got to the non-furry, overgrowth-removed, neatly trimmed truth of the matter. I'm not familiar with her waxing procedures, but I have witnessed her ruthless analysis of communications that fudge the essence of the brand. Bandwagon hijacking, concept borrowing, audience deceiving, lazy thinking, they all reveal the bankruptcy of the creative input. Good on yer, Tiffs, I hope the people who want to communicate hear your pleas for some stand up, stand alone, stand proud originality.
In 2012 I was involved in a rather sad panel at Digital Edge Live(I was asked to argue against the very thing I make a living from) and every single point regarding social media was really a point about Facebook. The same held true for every question that was asked. Too many people think "facebook" when they think "social media". It's a curse.
Secondly, we the early adopters and practitioners have adopted this thing we call "digital marketing" when in fact it has always just been marketing with digital as another platform/channel/medium (like OOH and print media). Digital just offered better marketing track-and-measurability. So it's still just marketing. Using digital tools.
On the social media front, I recorded a little video (http://youtu.be/grvtpAYdpws) not so long ago that speaks to this obsession with Facebook and Twitter. Social media should not be a one or two channel thing. If you want to use social media optimally for marketing, you should firstly have a strategy and secondly use multiple platforms - not just Facebook and Twitter.
Lastly. I can affirm that social media is a marketing channel that works. In 2013 we worked with a certain British TV channel sponsored motoring show and sold 3 times more tickets than the brief required us to - using FB, Twitter and BBM. And a large portion of those tickets were sold to speed freaks and illegal dragsters - a market that's almost impenetrable via conventional marketing tools.
Thanks for the reply, Jacques. Don't worry. No offence taken. Neither at what you said, nor at Sorbet's billboard. I applaud agile, cheeky, bold advertising. And I dislike preciousness, verkramptheid and thin skin. BUT the execution of this idea was weak, and that's what annoyed me. Plus, I didn't like the copy. I guess I'm precious like that ;) Ciao.
Tiffany, I take your point. Yes Sorbet should not have gone off-tone, they should not have used if, they should not have used FNB's property to market themselves BUT give Sorbet a break. They took a chance. They tried to give us some Nandos-type magic. They were being fun. When did we all become so thin-skinned and easily offended? Everything is analysed to death, and every marketing or PR mistake earns a relentless public hiding that is often disproportionate to the crime. I think it kills the spirit. And please, I am not having a dig at you. My comment is just the opinion of another pizza and pina colada lover about how we (myself included) beat others down to market our own services.
Hey Tiff, Thanks for explaining that one ... when I read it I didn't have a clue what was going on so I just drove on confused and ignored the whole message. Marketers have also got to realise that when I am driving past a billboard at 60kmh I don't have time to decipher a message. KISS.
I agree! Some corporates just don't have a real understanding of CSI - it's 'I' for investment not gifts! Real social issues like Health, Education, Skills development, Job creation and Citizenship all need investment for the long-term benefit of our society. We Corporate Communication specialists an assist you - that's what we do!
Completely agree Dries. So many firms simply ignore this very simple yet powerful communication (and essentially, relationship) tool. With he silly season upon us, there's ample opportunity to stay within your client's mind, without the horrid awkward Christmas Eve call that may be a bit too invasive (no matter how good your intentions are). Timing is key, and since the Post Office is on a sabbatical, emails are an obvious choice.