Every cloud has a silver
lining, or so they say. Even in
the worst of times this axiom seems to hold true.
Over the first six
months of 2009, millions of marketing dollars have been saved (silver lining)
by companies shedding their knee-jerk habit of using T.V. advertising as the
foundation for their marketing programs.
If it were not for the
deepest recession in 75 years, most, if not all, would have continued to buy
expensive T.V., because that’s what they have always done.
The bold decision by
these companies to drop T.V. has boosted the support of the ever-improving,
integrated social media campaigns — those integrating media-rich Web sites with
Facebook, Twitter, YouTube, iPhone apps, etc.
The recession experience
has quickly reset, and broadened the options of, what goes into a successful
media mix.
T.V., as a branding
tool, is not dead, but shrinking.
T.V. is not king of marketing anymore because more and more, people are
discovering that mass media is not efficient, and it’s time has passed.
Daniel Boorstin’s quote
that, “Nothing is real unless it happens on television,” is no longer true.
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blog.
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#branding #social media
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