brand marketing blog

If you're up for an emotionally charged debate, just start discussing the relative merits and demerits of traditional offline media marketing vs the new model of online social and viral network marketing.

There are those die-hards that are absolutely convinced that offline media marketing is still king and that it always will be. Interestingly, the railroad companies back in the early 1900's also thought that rail travel would always be the primary way to travel long distance. We all know the impact that air travel had on them.

In just the same way, the big movie studios also discounted the potential social impact that television would have on their industry. Only when faced with ruin and bankruptcy did they embrace TV as a mainstream entertainment medium. Today a substantial portion of their revenues are generated via TV content. This phenomenon is well documented under the term "marketing myopia".

Just like back in the early days of movies and railroads, traditional offline media disciples are closing their minds out to the power of online marketing. Sure it's early days and measurable commercial successes and classic marketing ROI measurements are not that widely known, but if you don't believe that online will play a/the dominant role in future marketing then you may as well invest in railroad company stocks.

We are only dipping our toes in the water and starting to understand how as marketers we can leverage online social and viral network channels effectively. Unlike traditional media, the landscape is moving so fast and evolving daily, that it takes a lot of effort, attention to what's going on and some clear vision to see the way forward.

There have been two highly successful campaigns recently that have been predominantly online based and integrated to a degree with traditional media. The recent V energy drink "V Republic" campaign was a massive success, driving sales and market share through the roof. The online campaign where Hamilton Island in Queensland recruited a 'caretaker' was more successful than any traditional recruitment campaign could ever dream of. They had around 34,000 videos based on "Why I should be the caretaker of Hamilton Island", posted on YouTube.

Time is running out for the old model. Marketers and business owners need to start integrating online social and viral networks into their marketing strategies right now. It's going to take time to build up momentum, learn the ropes and understand what online vehicles work for your brand. If you wait until everyone is online you will have missed the boat (or is that train?).