Sponsored
Marketing companies have spent the last number of years either acquiring Internet marketing companies or developing in-house expertise in the area. We’ve now reached a point where the term Internet marketing company is heard less and less. It’s all marketing in the end and meshing offline and online marketing efforts is no longer a luxury, it’s a necessity.
The trick in all of this effort though is to work to really connect with people. One of the ways some companies have been trying to do that is through Facebook. There’s only one problem with that. Since you’re not really offering anything in particular by just being on Facebook, there’s little incentive for people to want to connect with you. We’re starting to see newer ideas now though. Investing into Facebook application developmentis one way to do that for example. That way you can offer something of real value to the people they want to connect to. It’s that connection that matters.
So what’s next? It’s hard to tell. For a generation like mine, advertising is going to need to become increasingly covert, embedding itself deeper and deeper into the things we already like. What if a popular podcaster began wearing a particular brand of clothes? By offering that kind of sponsorship, a clothing company could really reach potential new customers. The advantage here is that you’re essentially outsourcing the thing of value, in this case the podcast, while you can focus on the marketing nuts and bolts of presenting outfits that people will like. The great part of this particular scenario is that it doesn’t alter the content that people like and even with full disclosure, the effect still works. The advertiser is basically using product placement that won’t alter the content that people love.
This isn’t a revolutionary idea since we’ve seen product placement in television and movies for many, many years now, but applying principles that are proven to work in other areas to online campaigns is important. Just because it’s worked elsewhere doesn’t mean that it will work online as is, but often, with some intelligent work, they can be altered to fit online needs and expectations.
While the future is going to require new ideas and new approaches, we’re quite likely to see as many familiar ideas as new ideas.
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