While posting a sorry comment on his blog, I noticed an interesting piece on Calling Social Media Out. His pieced focused on the point that all media is social.
"If all media is social, media must be inherently social and if we agree the web is inherently social then the Internet is, my friends, just a collection of media (we need to separate that idea from the business of media). We have created a new taxonomy in an attempt to somehow describe the “otherness” of this new space, which is itself not a recent development; we’ve separated movies and TV for years even though they showed us essentially the same thing (like FM radio and Pandora do now). Watching video online is no different, and soon we won’t treat it like it is."
So I had to respond...
Yes and No. Yes all media is social. But media inherently is still the same media... it has not fundamentally changed in the last 10,20,50 years. TV and radio still does the same thing, albeit introduction of technology with PayTV red button, etc. What has changed is the introduction of internet and how we consumed media. The rapid change in the way we consume media (consumer empowerment, etc) has ultimately changed the way we interact with media - ie. Socially.
So yes, we always look beyond social media and like all good strategy... it starts with Insights. Good insights (something RoyM can't give us). Understanding the consumer. Live the life of a consumer. Immerse ourselves to BE the consumer.
Courtesy: David Armano of Logic+Emotion
The consumer do not see which media is better. They still see billboards, listen to radio, go on facebook, do the dreamteam, etc. Yes, time spent has shifted and more media is being consumed today than 10 years ago. But what gets the message across is when a Brand coupled with good insights = positive reactions.
Media are just a marketer's tools.
Through fantastic insights, we've seen shifts in communications strategy to include product marketing (Apple), technology marketing (Asus), transformation marketing (here), experiential marketing, etc. Various strategies that are about stories, exceptional experiences, interactive, social and extends well into internet. Web, in my opinion, is a fantastic tool to share stories with like minded consumers.
3 comments:
Dave, as I said over on my site, was sorry that you and Tamir couldn't make it along.
Your note on consumption patters rather than media having changed is great, but I have a question - you say the consumer does not see which media is better, for what purpose?
It was a great post and I wanted to follow it with my thoughts on the subject too.
In answering your question, I guess digital media can focus too heavily on itself... lots of chest beating, web2.0 is the holy grail, etc. We also hear radio ads promoting how great radio is. Harvey promoting TV ads as central to his campaign.
But at the end of the day, media is just media. Consumers are bombarded with media messages and don't think like a media planner. It was more on the point, lets stop thinking media campaigns (be it web or traditional) and start thinking consumer.
I'm sure in our past experiences, the easiest and most successful strategy/campaigns are ones where we were the passionate consumer.
As you said, consumers get bombarded by various forms of media and they are often designed depending on where the user is exposed to at the moment. Being social enough happens, when there is a compelling or intriguing call to action. However, not all business owners appreciate this and marketers now needs to be savvy /creative in demonstrating how can this be done.
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