So there's a lot of talk around social media about how the individuals are creating the 'data' that spreads around the world. The TED Talks presentation by Clay Shirky outlines the idea that individuals are forming collaborations online, and that the real power of consumer opinion lies with these individuals.
So, if this is true, then companies are getting free advertising from random individuals all over the world, who are simply discussing their products/services. This is a good thing for those companies assuming the chatter is constructive and/or positive.
So assuming positive and constructive chatter about a product, why do companies even need to advertise at all these days? I would argue that it is the PR/marketing departments responsibility to encourage and stimulate social conversation regarding their products, and to answer to the negative feedback they are receiving.
What do you think? Is traditional advertising no longer necessary?
I agree with with you to a degree I do agree that sports marketing like that in motor racing or on players jerseys are useless as they do not really cut through noise just an expensive expense for companies. An we all saw the effectiveness of WWF's social media with that movie in the lecture. I think though for thing that may be an impulse buy like chocolate or a can of drink traditional media is more effective as it can instantly motivate someone to buy something. What do you think
ReplyDeleteI guess that's true. For some products, traditional advertising may still be relevant. But what about the strength of online collaborations, such as when Cadbury changed the type of oil they used in their products. Without the consumer backlash and large scale collaboration, there would not have been any change.
ReplyDeleteUGC does have its pro. But it could be difficult for Brand to participant in it (since people prefer peer recommendations), brand could also loose the control of intended message they want to deliver.
ReplyDeleteYeh devi1maycry, that's what I mean. I'm suggesting that it is the role of modern organisations to guide the conversation regarding their services/products. So while they will never have total control over the social chatter they are listening and responding to it
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