February 17, 2018

How Successful Marketers Are Embracing the Social Web

I was getting ready to write about a great seminar I attended this morning, but before that I checked in with Mashable,as I do frequently. Mashable is the must-read about trends in marketing. I found a great article that I wanted to share with you, and the seminar report will just wait until next time.

The article is:  Beyond Viral: How Successful Marketers Are Embracing the Social Web. I’ve believed for a long time that the digital world is the marketers world and — because that is where our customers are — that is where marketing must live.  Certainly not exclusively, but absolutely aggressively.  And there is SO MUCH happening in this arena right now. It is fantastic!

Back to the article.  To quote from it: “A new generation of marketing professionals and companies are exploring techniques more native to the web: multi-platform marketing campaigns that encourage interactivity.

Marketers who take advantage of the Internet’s unique capabilities have the potential to build increasingly engaged customer communities.”

The article talks about three great trends/examples of this in action.

1. User-generated Content Contests: “Doritos hosted its first Crash the Superbowl campaign in 2007. Like a lot of big companies, Doritos bought a commercial slot for the Superbowl, but instead of hiring a production company to make a 30-second spot, Doritos turned to its consumers. “Grab your camera and create your Doritos commercial.”

2. Making a Consumer Community: “If customers have the ability to talk to one another, why not create an incentive and a space for them to talk about your brand?”

3. Choose Your Own Adventure: ” the ability of the customer base to participate in and affect the outcome of a story.”

Read it and enjoy. Hope I’ll see you in San Francisco next week!

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.