The short answer... YES! It's all a matter of PUSH and PULL.
Social media campaigns that include things such as Facebook fan pages, Twitter accounts, etc. PULL consumers into engagement who have already heard of your brand. Here, consumers drive the search and expose themselves to your online social media content.
But what about the consumers who don't know about your brand? Don't you want to reach them too?
That's why you advertise, because advertising PUSHES consumers who have never heard of your brand. Things such as banner ads are exposed to everyone, not just people searching for your product. Therefore, these ads provide contact with consumers when the relationship hasn't even started. This valuable type of contact is offered through advertising, and not through other platforms.
In conclusion, you need both PUSH and PULL. One introduces you to consumers and one nurtures the relationship you already have with them. But do not think they cancel each other out, because you most definitely need both.
PS - Remember, in order to PUSH effectively online, your message needs to be VALUE BASED. Online consumers are very selective and sophisticated. You need to offer them value with your advertising, target your message, make it relavent and NEVER intrusive. If you can do this, you'll have a very successful online ad campaign on your hands. Good luck!
It's a very interesting perspective. And very actual. What I think is that in the future it will get more and more difficult to distinguish between push and pull. It looks like they tend to melt up.
ReplyDeleteInteresting point - I haven't thought of it that way. Thanks for the input!
ReplyDeleteVery interesting perspective. Since this is a new field, and it's moving so fast it's difficult to make accurate predictions. But it can definitely be like that. And since all the media are changing (one day there will be no more television and internet, but just television on the internet, for example), maybe also the strategies will change. We can wait to see how it will end up, or we can try to look into it in advance. That's what we try to do!
ReplyDeleteMhmmm... What do you consider more valuable or let's say important? You say brands have to be present in push- (e.g. traditional online-ads) as well as pull-media such as social networks.
ReplyDeleteBut I believe, only social networking helps the brand to get a certain degree of brand trust from the customer. So, yes, it's good to do both but: with a strong focus on social media. Thanks for your elaborations and considerations about this fascinating topic of social media!
I personally think the focus (social media vs. advertising) has to do with your specific strategy. If you're a new company, needing the vast majority of the market to be informed about your product/service, than advertising would play more of a role than online social media. However, I think you're right - most companies we study should focus more on smart social media practices, as they would yield greater benefits than simple banner ads. But in general, it's hard to say which is more important, as it really has to do with your individual company needs and objectives.
ReplyDeleteyes, your concept is really good and I highly appreciate your though abut the social media. Thanks
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