Don’t get too excited, we’re not in Orson Welle’s 1984 dystopian apocalypse just yet, but the marketing world is definitely staking its claim to history after the end of 2013’s quarterly revenue stats. As you can see here courtesy of IAB, $9.6 billion all from internet marketing; proof of the effectiveness of targeted marketing. Not that Facebook tailor their ads to people’s ‘pages’ or anything according to this post by the NY Times. No no, they just take everything else about you and tailor their ads that way. I know this after a friend posted a complaint that he was seeing ads for ‘mature dating’ and ‘funeral services’ after hitting his 50th. Coincidence, or just dynamite marketing?
Coca-Cola has popped up in conversation more and more thanks to their latest ad campaign which focuses on ‘sharing’ a coke with a friend via printed names on the bottles. Marketing Week (Olympia Stadium, London 26th – 27th June) posted this article on Coca-Cola’s new buzz, and I for one think it’s absolute genius. The simplicity of the campaign in no way detracts from the effect, and the decision to get them on the shelves before the campaign was established made all the difference.
Back to social media: do you think the success of Coca-Cola’s latest scheme has anything to do with the word ‘share’? You should, you see it a hundred times a day, every day, on Facebook, Twitter, Pinterest, etc.
I have never understood youths who discourage ad campaigns or the companies that launch them. They complain without understanding or reason, and fail to see the potential in a simple idea. Marketing Week’s accredited partners for 2013 include Skyline Whitespace; exhibition stand designers, which you can see examples of by clicking here, who took the trophy in 2012 for the Outstanding Corporate Innovator (OCI) Award. This year will see Skyline Whitespace unveiling ‘revolutionary’ new technology aimed at increasing interactivity between customer, product, and subsequently, brand.
While I have utmost confidence in innovative new approaches to target (or ‘more accurate’) marketing from companies like Skyline, there is a concern that the only people benefitting from social media marketing are the same massive companies who have their hands in all kinds of pies.
If you’ve never seen a corporate spider web, here’s your chance to see who actually owns what thanks to this infographic posted on Huffington Post:
I really do hate it when Google emulates through me, especially when I’m not in front of a screen at all, but as you can see, the web really is what you make of it.