Brand Promotion’s Golden Age

Social media’s big advantage vs. old media is its efficiency.

Brand promotion use to be an afterthought, and, as big-agency types would distain, a below-the-line marketing tool.

It wasn’t that you didn’t do promotions, it was just that they weren’t viewed as sexy or a top priority.  How could a lowly promotion compete with the glitz and sizzle of a T.V. campaign?

Sales promotions (sampling, coupons, sweepstakes, etc.) have always been part of the marketing mix, but they were often viewed as an add-on, and only somewhat effective.

Promotions take a lot of work to produce and are time consuming to implement. A national campaign could often take 3-6 months to plan and implement, and could cost upwards of $5 million, not counting the offer.

With the advent of real-time social media, and mobile marketing, all that has changed.

Today, online and mobile promotions are becoming the rock stars of the branding world.  If you want to move the needle fast, now it’s a Facebook/Twitter/YouTube campaign — not old media.

Social media promotions are basically free (not counting the offer), and are easy and quick to put together.  Promotions are no longer considered a second-class marketing tool, but are now sought out for their quick, viral results.  Because of the maturation of social media, we are now entering the Golden Age of Promotion.

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#branding #social media #promotion

Comments

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these kind of promotion rules!