In traditional marketing, companies succeeded by ‘shouting’ their message very loudly. Whether this ‘shouting’ was delivered via advertising on TV and radio,on billboards and in newspapers, or via direct channels such as direct mail or cold calling, a marketing department’s job was to choose the channels which would capture the most attention of their particular client base.
Social Media now accounts for almost a third of all activity undertaken on the Web. A lot is spoken about how it can be a fantastic tool for companies to accelerate growth. However, many businesses venture into this brave new world only to be left disappointed with the results.
I have this theory that ‘social media gurus’ are like Gremlins. In the 1980’s film, Gremlins would reproduce if they got wet. Thus, thousands of Gremlins could be created from a simple splash of water.
One of the challenges facing all companies today, is the changing face of value. We all value speed and convenience in a way that was unheard of twenty years ago. The Web has taught us that instant gratification is possible, and we expect everything at the touch of a button in all facets of our lives.