Perhaps you have seen the September issue of Fast Company. The cover headline refers to sex and social media with Mindy Kaling’s demure yet suggestive picture. Yet Mindy’s story doesn’t focus on anything about sex. Instead it discusses how the Office screenwriter built a substantial personal brand on Twitter, and garnered a TV sitcom. It’s even got some cool stats on TV social network sharing. The cover baits men and women who may be interested in Kaling’s sex appeal and how social media embellishes it.
No. It won’t. The truth? Online media — all forms of it — increasingly rules the world, but social is just a piece of that converged puzzle. When you look at the numbers direct marketing rules the world, at least from an overall marketing spend perspective (see above chart from the Marketing in the Round infographic), money is being invested in direct tactics like email marketing, direct mail, search, and more first. That’s because the direct marketing approach yields the most ROI at a 10:1 ratio, according to the Direct Marketing Association (DMA).
Marketing in the Round Infographic Today, Gini Dietrich and I launch Marketing in the Round in Chicago with a virtual (1 ET) U-Stream book bomb and a live (5 CT) networking event! Read Gini’s post here about how the book happened. Immersed in the era of visual media, what better way to start the day than with an infographic of statistics used in the book (also available directly on Flickr and Scribd). The RAD Campaign designed infographic demonstrates how today’s online marketing conversation, actual business expenditures, and business selection of tactics are not in synch.
Perhaps you have seen the preview episode of The Pitch, AMC’s newest show about the advertising industry, which debuts on April 30. In this first episode WDCW competes against McKinney Advertising for a Subway breakfast ad campaign. While dramatic and entertaining, the episode also perpetuates several bad practices that plague the entire marketing sector. This “reality” TV approach focuses on the tension of competitive pitching for major accounts. It assumes that winning depends on the creative that resonates most with the decision committee. In this case a Mac Lethal video-inspired campaign from McKinney out duels WDCW’s zAMbie campaign for Subway’s breakfast line. But nowhere in the episode do we see serious conversations about the following:
Image by slgckgc Next Monday marks the six year anniversary of my first blog post. As I’m blogging less these days, I decided my final post of this year with six reflections based on my experiences over these years. Here are my observations about social media, blogging and marketing based on my journey: 1) The Idealism of Better Business Through Social When I began blogging, I believed in The Cluetrain Manifesto. Its raw message that businesses would be forced to act better thanks to social media spoke to me. Cluetrain inspired hope that conversations could change the very fiber of business in favor of people. I was full of passion for that change, and my first book Now Is Gone […]
(Image by Read/Write/Web, based on research from Yahoo!) The rise of social TV creates dynamic implications across media type. Viewers are commenting about or engaging with other viewers of TV programs real time via their smartphones, tablets and laptops. This unprecedented integration of diverse broadcast and social media types changes programming, advertising and equipmemt. In essence, social media and instant messaging forms a massive TV back channel, empowering people to talk about a program as it airs. Programmers see this as an opportunity to engage the audience on the back channel with value added content and live interaction. As a result, engagement has increased. Last Spring HBO had Howard Stern on Twitter while airing his movie, Private Parts. The effort […]