There is a tremendous amount of focus on social and digital media – relative to pushing a brand forward in these turbulent times. Many books have been, and will be, written about this topic – from Seth Godin to Mitch Joel. Including relative newcomers with such lofty titles for their books like Social Media is Bullshit.
It would be great if all the hurdles of marketing could be solved by applying just digital and social media (d&sm). It would be. But ultimately impossible.
There are a lot of positive stories associated with d&sm – kickstarter, warby parker and many more. But the biggest companies are still the biggest companies – Starbucks, McDonalds, Nike – you know the rest of the list. You know the list because they never stop advertising. I’m sure there are people in this world that do not know the companies I’ve listed. There has to be. Surely, somewhere – people don’t know what Nike is, or what they make.
But for the other 98.4%* of this water-based sphere – those companies are ubiquitous. And one of the main reasons – advertising. Sure they are getting busy in the d&sm space – but their world-wide presence is cemented by hard-core advertising.
It’s not just that they advertise – they Advertise. All the time.
And I think the take away on this for all is – whatever your channel of promotion – fill it all the time. The areas of d&sm are like children – and what I clearly remember the judge saying is that children need (read are legally required) to be feed.
*this stat may, or more likely may not be accurate.