After internet its social media giving sleepless nights to the marketers






Social media has caught up like a never seen before wild fire and it’s still spreading at never seen before speed. There are several brands, which have garnered huge mileage out of it. The best thing about this is that it is out there; there is no secret code or system or mechanism. So, ideally it should be easy to replicate but alas! Reality is not so. Many advertisers are still wondering how to go about it. They hear about it they have consultants for it, even they do participate in this phenomena but, they are CLUELESS about how their brand is going to get mileage of it. The good thing is that they have understood that they can’t do without it.


Why this huge cry? What is the problem?

First, they want to be part of it without knowing the context they want to be in. Social media is where people participate for their self fulfillment without any actual physical gains. Different set of people seek different things out of it. Depending on value system of a consumer, he or she would be active where he or she gets this fulfillment. People are not there to serve your ad, if you do not fit in their value system you would always be left unattended. So, a brand to be able to remain meaningful to the consumer first, it has to decode that what value it provides to the audience and then operate in that context. And, finding this context is not that easy. It’s easier to cite example of Nike who operates in running context and health is the value system for its consumer but to define the same for your brand would require very deep thinking and boldness. Further, you have to let go the traditional attitude towards communication. You can’t go overboard with your logo, brand name and product. Again, like Nike here doesn’t talk about shoes at all!

Secondly, you have to get down to the consumers and then communicate or rather participate. Beautiful visuals and baritone voice in not going to help you here. You can’t have the top down approach. You simply can’t have Imagery created by one of TVC that generally makes your brand quite hallowed. Here, you have to get down loose inhibitions and interact with people like normal people do. But, if you are relevant in their context you would be appreciated and rewarded. 

And, then you are always there in their heart and soul.
 

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