Why Social Media is working so well. And Old Advertising isn’t.

How many tweets do you see on the regular condemning the wilting old-school advertising and praising the blooming social media?
A lot right? All those social media bloggers convincing you, reason after reason, why social media is so useful.

Magazine ads, TV ads, billboards are supposedly close to the endangered list. Social Media, Blogs, Adwords is the new “fittest” to survive.

Bob Garfield’s book Can’t Buy Me Like offers an explanation. Perhaps people aren’t reacting to old school advertising anymore because it’s being pushed in their face. And anything that is pushy does not work. After all, why should I want to see a car ad if I don’t need any more cars?
Social Media on the other hand is a choice. Users choose which pages they visit and who they follow. They want to see the ads that they want to see.

Could There Be Another Explanation?

Before the days of social media, old school advertising was the only kind of advertising. Billboards, magazines, posters, salesmen.
And it worked. Better than it does today – is what they claim.
This means that wanted and unwanted messages were unanimously pushed into people’s faces “back in the day” as well. But it worked.
Conclusion: “unwanted advertising” really isn’t the issue. It worked.

 

New Explanation.

New forms of advertising are invented year after year. New mediums for advertising. New technology for advertising. New psychological techniques of getting attentions and reactions.
But could it be that an advertising platform has a certain kind of capacity.

Driving through corn on a freeway you see a billboard. It’s a single billboard that towers above all the corn. How much of your attention does it get? 100% How much of your brain is immediately deligated to pondering the reasons for it being there, and perhaps it’s message? Well, a significant portion anyways. (A percentage value would not help to drive my point, since we only use less than 10% of our brain).
ImageNow you are driving through another cornfield and you see four billboards towering above the corn. Interesting you say, and start skimming them in the sequence of your choice. 1, then 3, then 4 then 2.
You now find yourself driving through 10 billboards. You only read 3.
Now extrapolate.
How many billboards would it take for you to completely ignore all of them. Simply because there are too many. None stand out.

New types of advertising are born every year. And every year old forms of advertising fill up, because they are overused and get crowded.
We become immune to their uniqueness. And if not completely immune, we become very selective about which ones we really want to give our attention.

Think of it as a flood entering the hidden depths of an anthill.
As water invades an anthill, it first floods the top spaces first. Then as the water “discovers” new passage ways to drain down to, it fills up the deeper spaces. Only once it has flooded the first tier does it go on to flood the next tier.
Watch a cool illustration of the phenomenon in This Video (AnthillArt.com)

ImageJust like the anthill gets flooded, the same way advertising gets worn out.
It’s a beautiful thing.

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Tip #1: The Superbowl Commercial Example

On the topic of making sure to combine entertainment with good content.

Let’s look back to Superbowl day. The ads aired during that game are one of the key focal points of that day. Not by the businesses. No. By the viewers. Even after Superbowl day has gone by – the ‘best’ advertisements are combined and posted on Youtube for further entertainment.

The companies who post the ads get followed simply by providing entertaining material in their messages. We don’t have to be Einsteins to understand this effect.

But we can learn from this example, and take it for use in other content.

No matter what content you put out into the world (an article and ad, a tweet, a speech) – you always want to make sure it is quality and relevant. Right? But even if it is quality and relevant – you can never be relevant to everybody at the same time.
What is the one thing in the world that is immediately relevant to the masses?
It’s entertainment. A joke, a period of irrelevant amusement. A break. Some quick unrelated pleasure.

To ensure you get more than just your regular audience – put some entertainment in your content.
superbowl beyonce

Mix Work and Play. Add Entertainment to Your Content

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Online content should always have entertainment value.

  • images
  • memes
  • jokes
  • crafty style
  • unusual title
  • videos (do you know that videos help your SEO efforts >10X ??

The future professionals are the current online surfers, bloggers, and commentators. They are the future – but they are still young. They need stimulation.

Make it a habit to add entertainment value to your post. If it is a politics post, if it is a science post, a market post, it needs to pull in people. And people are impulsive and ADD by nature. When some readers see your post… they might not even know yet that they need to read that post (and that they will like reading it too). Adding entertaining elements to your post encourages these hungry-minded explorers to look and learn.
Let’s teach the coming generations that entertainment goes along with quality content. Let’s not make quality content a thing for librarians, introverts, and techies.

Let the Customer do the Marketing Work

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As loganjehall blog reads:

The role of marketing is today; in my humble opinion all about lubricating the wheels of C2C communication.      –loganjehall

In other words, the marketing results you get are not the same as the marketing efforts you exert.
C2C marketing (Mark Earls) is marketing done (intentionally and unintentionally) from customer to customer.
Once you exert marketing efforts and send those efforts to roam the market free – they get picked up by consumers – and the consumers do the rest of the marketing for you.

What does this insight give us?
We can figure out a way to do less of our own marketing and get it to C2C marketing quicker. Do more, but with less.
Catch the interest of the consumer who wants to recommend and you’ve done the most key work, the bulk of your marketing. Almost like a benign parasite. Social marketing companies (eg: Dreamventures) – takes this quite to the extreme by encouraging their customers to become the salespeople. Your goal is to shoot somewhere between there, and fully relying on your own marketing. 

Market efficiently.

Market so that the consumer wants to SHARE your marketing efforts with the world.    –KsenMarkets

That’s the trick.

How to do that?
More tips on that to come soon!

For better SEO: Tell Your Programmers to use Adaptive Web Design

For better SEO: Tell Your Programmers to use Adaptive Web Design

Adaptive and Responsive web designs are ways of making your site fit any mobile device.
Responsive   fluidly change and respond to fit any screen or device size.
Adaptive – will change to fit a predetermined set of screen and device sizes.

“So, if you really want to pay attention to the mobile user experience and serve contextually relevant content to better serve your user and your business, yes, dynamic serving through RESS or adaptive Web design (or mobile URLs) is better for SEO than responsive Web design. There are still workarounds for both, however, so if you can make responsive Web design work well for your users and your business (which isn’t easy, as I’ve said manytimesbefore), it’s better to do that than adaptive Web design or RESS.”

, Marketing Land Blog