Wednesday, July 8, 2009

Social media used “badly”

BandT: Australian marketers may be adopting social media platforms to engage with their customers, but are, for the most part, using digital channels “badly”, according to a leader in direct marketing.
Speaking at the Australian Direct Marketing Association forum in Sydney today, Douglas Nicol, partner at independent agency The Works, said marketers need to reconsider the way they are using social media both on their own websites and external platforms such as Twitter.

Not on my watch, bub
Really? Methinks no and perhaps the 'lady' doth protest too much.
There have been a couple of good campaigns in this country. V-Raw comes to mind. I think the youths kind of enjoy that one and still do.
Sprite with their how to series, particularly "How to get into any club" , we're very good. And these are just 2 that are top of mind.

I think on the whole, all marketers GLOBALLY don't know what they're doing. But some people, some good chestnuts and good eggs, do. And these people are making some beautiful campaigns and activations that really bring some goodness into people's lives.

It's very hard for marketers to adapt to a totally different methodology to one they have quite literally been brought up on from prehistoric marketing text books. Social/digital media is still very, very new. The change won't happen overnight- just think it took 18 months for both YouTube and Facebook to tip over into the mainstream - it will take longer for marketers to get it. To say badly is a little unfair.............they're on a learning curve.

1 comment:

Turtle said...

Here Here!!! Totally agree.