There was a time where marketers had a limited number of channels to be worried about. These were the times where people believed in the “Hypodermic Needle” theory, and the immediate effects that mass media had on individuals. There was a time where you had to choose between newspaper and radio or TV to advertise. Those times made the business grow and created huge media empires, you might have seen how thriving that business was in Mad Men (if you haven’t seen the series you should).
Now marketers and audiences are faced with a multiplicity of channels to advertise, announce, and monetize. Companies are building brands around digital media, social media networks are trying to set a price on their influence, and people are moving from one platform from another too fast. Planning a Digital Marketing and Advertising campaign has never been more challenging. The over-personalization, over-customization, and over-spread of communications have proven to be a new barrier for media planners and buyers.
Have you ever thought about the amount of social networks you are part of? And how do companies try to get you to interact with them through them?
Currently we are 1.73 billion users of social media (I’m not lying there are trend studies for that), Asia being the largest player in the board (go figure….). This social media bubble doesn’t seem as a bubble for me, not anymore.
When we talk about Optimizing a Web Presence or creating a Digital Marketing plan: when is enough communication enough? Are you satisfied by brands being in all the channels? Are we as brands satisfied by being everywhere? Should we do it? Those questions invade my mind every time I see the use statistics of Facebook, Twitter, Instagram, Google+, Reddit, Pinterest, etc., etc., etc. (times 200+ cause that is the approximation I could find)
Are the incentives of improving the rankings for your webpage enough as for your website to be in Google+, even when people are not really using it? Don’t blame me for saying so, but in my last marketing proposal, Google+ was not a key element, I’m just following what the Wall Street Journal knows very well: the social network is a ghost, compared to others.
For me, the new Hummingbird algorithm is fine – except for the clear tendency of Google to force users and marketers to use their platform to get better search rankings. doesn’t it feels like they are rigging the stadium (flashback to Hunger Games – not related maybe, SPOILER ALERT).
In this time of turmoil and change, all I can predict is that targeting and segmenting is even more important than it was before. Demographics, ethnic differences, consumption patterns and neuromarketing are going to have a blast off in the next five years, because we will need more information on our customers – just to know, why are they moving from one network to another?
The answer for now: because brands need to go where people is going – even if it is down a social network labyrinth.
Have you noticed that this post have more YouTube links than the previous ones? Maybe I’ll get a better ranking for that…..or maybe I should share it on Google+ and use the Google+ name more times, in order for Google+ to display my blog in a better ranking because now I should market in Google+ to complete the Google+ requirements….you know what I mean…share my post on Google+….or better do it on Facebook, it’ll reach more people.
What do you think? When is enough, enough?