The good news is that consumers are spending more time on social media, the bad news is that they don’t want brand interfering with their social media time. The San Francisco Chronicle discussed a recent Gallup survey citing that social media does not impact consumer purchasing decisions as much as it used to.
I have just been reading some of the summaries from the latest gathering of digital marketing “stars” (in their own minds) at SXSW and it’s no wonder that there is so much money that is being wasted in digital marketing. Would I like to be able to whatever I want when it comes to marketing online? You bet, but I understand that my client is in business to make money and I have to clearly show them that what we are doing is driving brand objectives.
You would think, that as more people go online and use tablets, brands and marketers would understand that people don’t want to be interrupted and that the online experience should be a great one. However, too many sites are still not optimized for mobile and the experience of trying to share content works “most of the time” but not all the time.
More and more the ad industry is shooting themselves in the foot. The latest arrow comes from an article in Adweek “The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers More than ever, it’s about authentic and compelling stories“. Ha? Do you honestly think that consumers have the time to read “brand stories” or believe brand propaganda?
NBC didn’t expect the backlash against Brian Williams but people, via the Internet, attacked Mr Williams “lie” and would not let the matter fade away until NBC was forced to suspend him for 6 months without pay. Mr Williams mistake was making himself more of a story than the news he reported, but if there is one lesson to be learned, it’s that no matter how popular you think you are a lot of people love to bring down brands and people.