Worldwide mobile-ad spending will reach $6.4 billion this year and more than $23.6 billion by 2016, according to EMarketer. But most mobile ads are disruptive. So why are so many brands, media agencies and marketers giving so little thought to how mobile ads work and how to engage users ? According to Business Week “Traditional advertising doesn’t translate to mobile devices, and companies are still struggling to come up with effective strategies.”
When looking at accomplishments in the past 12 months, more than half of marketers pointed to their effectiveness in uplifting digital marketing capabilities and improving engagement with customers online. Not surprisingly, there is still much room for advancement as nearly 60 percent of chief marketers list “digital marketing makeover” (involving platforms, programs and people) as the number one transformational project in the year ahead.
The ‘purchase funnel’ is no longer relevant. Customers are experiencing your brand everywhere. That audience is drawn into an experience, a brand, or a product when a social experience is present. The next era of marketing centers on facilitating brand-relevant social experiences to any digital touchpoint. But is this true for every brand and product ? My belief is no, it’s not.
OK, I have had enough of it. The idea that consumers really want a relationship with 99% of brands is pure bull spread by social media experts who are waiting to pounce on companies that feel that social media is going to lead them to sales and profits. Well, I don’t mean to throw salt on the wound, but that’s not going to happen anytime soon.
One of the negative things about the Internet is that it gives every Bozo a voice (including me), but marketers have to be able to understand what is pure bullshit and what applies to their brand, company and target audience. The lastest bit of stupidity comes from someone who wrote an article called “Four Reasons to Jettison the Traditional Website and Go Social”. This “article” was so off base and full of bullshit that I had to take a blood pressure pill to ensure that I could read it without yelling out “no, no, no..you idiot !”
Unless you have been on a remote island it was hard to miss the news that P&G intends to shed more than half of its brands. According to P&G “some of our big brands are in industries that are not very attractive: they’re not growing or low margin or commodities. If it’s not a core brand – I don’t care whether it’s a $2 billion brand, it will be divested.” So much for improving marketing with an emphasis on digital.