Marketing and Advertising

Jed Hallam

Chapter Chapter 7 in The Social Media Manifesto, 2013, pp 63-81 from Palgrave Macmillan

Abstract: Abstract With such a large shift taking place in consumer behavior and brand structure, the DNA of marketing has been fundamentally altered. Businesses used to rely on agencies to build their brand through huge broadcast programs that reached millions of homes every night, and now, those same advertising campaigns are being fast-forwarded or skipped. How does an industry founded on the medium of broadcast innovate and move itself forward? I believe that it takes the work that it is been doing for decades and makes it media neutral—an idea that works on television will not necessarily work in a digital space, but why limit your idea to a single medium? The primary objective of these campaigns has always been to increase awareness and consideration, ideas should not be built around the medium and no campaign should lead with a script, instead ideas that people talk about should be the core focus, regardless of how they are received by the consumer.

Keywords: Social Technology; Social Data; Marketing Communication; Social Graph; Rational Space (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27142-6_8

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DOI: 10.1057/9781137271426_8

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