by JdeLarzac
21. August 2010 02:00
Social media, mobile marketing, digital marketing, blogs and cross-channel Integration – all of these are buzzwords you hear on a daily basis from the marketing industry; but it’s what you make of them that’s important.
Today at Digital Cement we went through a creative exercise for a campaign and started talking buzzwords. The conversation quickly went to specific examples of great social media, mobile and digital campaigns – I’m sure we can all name a few – but what does it take to enjoy the same successes? To make a splash it’s about paving your own way, creating compelling creative and cultivating a story that is different from the rest.
Marketers are often told, “We went to a conference and we need to integrate the brand in more digital channels. Do it.” This is a bit of a daunting task, and you may start by checking out past campaigns and competitors’ profiles. In the end, you just need to get it done and it often happens with no real planning. Unfortunately each channel has their own set of ‘unwritten rules’ and we’ve all heard of the companies that crashed and burned, especially on social media!
I believe that when buzzwords are thrown around it’s not a matter of looking at campaigns, it’s a matter of taking what you have to offer and making it the best within the channel you choose. Don’t jump on the social media train because everyone else is, don’t build an app when you don’t need to and definitely don’t fall for a buzzword that doesn’t mean anything to your brand. Go to the channel that you’ll succeed in, or do the proper research to understand where your brand or company fits in. Listen, learn and create within that channel to make yourself memorable to everyone.
Buzzwords have been around for ages. At one time, they included “radio” and “television.” Channels have changed, message delivery has changed and being more direct and interactive takes center stage.
What recent buzzword has caught your attention and why?
Cheers!
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