Thanks to the social network boom in recent years, it seems that we have forgotten what a real marketing campaign implies. Some people think that using nothing but social networks, such as Twitter, Instagram or Facebook, makes them experts in the placement and penetration of a product. These individuals believe that Social Media is comprised only of social networks. This is a big mistake.
A truly successful digital strategy involves many other platforms and concepts associated with a product.
Social Media is obviously based on social interactions, but it also incorporates web sites, e-mail marketing, social networks, applications as well as anything that involves collaboration, communication and business relationships. If these concepts are understood, then undertaking the task of planning a successful marketing strategy for a product or service will become easier.
Using conventional media and social networking platforms wisely will ensure a successful digital campaign.
Consider, as an example, the Do us a flavour advertising campaign by Walkers’ media agency that has been running since the beginning of the year in England, where @ wants to find its next crisp flavour with the help of their customers.
The Tweet to Eat campaign allows the public to interact with a virtual @GaryLineker , who appears to be inside of a vending machine at 3 bus stops in London. People are encouraged by the machine to send a tweet in order to try a sample of the product.
Paying with a tweet is not a new strategy in digital marketing. Perhaps some of you remember the successful campaign Mercedes-Benz Tweet Race, in which gasoline was awarded to competitors who received tweets from fans.
The Do me a Flavour campaign is superior, as it provides a high of level of interaction with the audience, using the latest technology, which is outstanding. Furthermore, the campaign combines the use of social media platforms with traditional media, making this campaign one of the most innovative and comprehensive advertising campaigns of 2014.
In conclusion, integrating conventional communication channels with digital projects intelligently will ensure effective product placement in both the digital and real worlds.
Thank you very much to:
My dear Aaron Leslie. Without his help, my thoughts would not find the right English words.