With the explosion of social media comes another question to ponder. Are we getting overloaded with just too much? Have we forgotten the basics and how they have influenced marketing over the years? Have we forgotten the importance they still hold even in this evolving world that seems to think Social Media is creating a whole new world when really it is just altering it in a method that simplifies tactics marketers have been using already.
Pete Blackshaw suggests we need to go back to boring, but I think his word choice is slightly poor and maybe this is just because of my youth but I do not believe we have to be boring to be effective. There are many things we do have to remember but I look at those more as standard guidelines more so than being boring and practicing boring.
I do believe that we have to be sure to remember many of these guidelines because what is happening is we’re being provided new platforms for distribution but that does not mean what we are distributing should be handled any differently, we still want to focus on provoking emotion with a consumer, we always want to make sure to develop trust, all these things are more or less common sense at this stage though, things we all have been taught but cannot forget just because of the BOOM of new distribution mediums and platforms.
We are working with a lot of the same just a new system of how its delivered. We still receive feedback with social media just now we’re likely to receive more timely feedback which enables us to react even faster than in the past. Essentially we’ve developed a more satisfactory method of word-of-mouth advertising with the introduction of social media. We have an opportunity to share our products with people and they have opportunity to help us distribute the word about it.
One issue, and I understand here especially why we need to go back to the basics, is that a lot of material and information is just constantly repeated, and while repetition is essential in making a lasting impression, it won’t be successful if the original message is not eye capturing, that is to say if you cannot capture the consumers attention effectively by triggering some sort of emotional connection you’ve lost the battle.
So do we really need to go back to boring or do we need to just put more attention on remembering the basics that have helped lead the world to where it is today. Effective messages are still going to reign supreme in my vision, its the most important that the message we provide is effective, maintains the basics that have been laid down before us as general guidelines and think about how its distributed and delivered second, Social Media just adds another layer to the puzzle, if the message being exposed to is isn’t effective then it becomes just white noise so again remember the basics and prosper.