Embracing Social Media and Viral Marketing

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In a recent media festival in Venice, some of the world’s biggest advertisers admitted that they had been slow to adapt to social media and viral marketing. This long spell skepticism is depite the fact that MySpace has more than 110 million monthly active users and Facebook with more than 70 million worldwide.

Marketing is dynamic. Gone are the days when the tvc (television commercial) was the main pull, and you were guaranteed a huge audience just by placing a 10sec ad during a major sporting event. With tv recorders that now are able to skip ads automatically plus the fact that much content can also be delievered via the computer, silo-marketing runs the risk of being outdated. Consumers today are also more empowered, and not only recognize an ad when they see one; more importantly they now recognize that they have the ability to choose to ignore (with the many other options available).

Of course, there is the other side of the coin; now that word of mouth can travel and spread at literally the speed of light, so too can negative word of mouth. Whatever the case, word of mouth has always been argued as the chief promotional tool, and looks set to keep its position with the advent of the internet, email, social networks, and blogging. To our children, the world never existed without the internet.

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