Twittertising
Ever since the recession struck worldwide, the advertising industry has been divided into two different lobbies. One group suggests – the opposed side – that this is the worst time for agencies and professionals, mainly because budgets have been slashed drastically by clients, leading to a drop in mainline activities, ultimately leaving nothing at the hands of agencies.
The other group, however, looks positive and suggests otherwise. This group thinks that this is the right time for them – the time to explore new avenues and mediums, build new marketing strategies, develop out-of-the-box ideas and take advantage of the worldwide web – to build relationships with consumers.
The advent of recession has brought an equal opposite reaction in the field of technology – as a means to connect people. Take for example: Twitter, a micro blogging site, which was non existent five years back; Facebook, a socializing tool that has gone far and beyond Superpoke; WordPress and Blogger, now one doesn’t have to be an expert at HTML or CSS to voice their opinion; Youtube, enables you to shoot, direct and finally upload for an audience worldwide – all available at your fingertips absolutely free.
This brings me to the argument of how brands and advertising agencies are making the best use of online mediums. Today, they understand that by simply doing a full-page ad in a newspaper or even doing a 30 second television commercial spot won’t get consumers running to their stores.
In today’s competitive market, full of clutter, everyone is shouting, and its difficult to make sense of all that noise. Therefore, the idea behind most activities carried out by brands is a targeted approach that builds relationships by involving and engaging the end consumer with their product or service.
It’s precisely why brands such as Dell, Jet Blue, Southwest Airlines, Honda, Chevrolet, Starbucks and Burger King have developed their social media profiles on Twitter and Facebook. This in turn helps them to understand what people think, anticipate future needs, and give after sales support, interact on a one-to-one basis, resolve issues and grievances and become more people friendly.
Its true that the recession will soon become our past, eventually clients won’t have the budget crunch excuse, and the advertising industry around the world will regain shape. And since the agency folks are always on their toes, looking for the next big idea, we might just witness another paradigm shift. That’s why there’s a popular saying in advertising – you’re as good as your current work.