Unlike watching TV, people don’t just consume content on social networks; they actively share it. As television becomes more digital – in the form of sharable video clips or articles on a show’s premier, for example – social media will continue to play an increasingly important role on how consumers discover and engage with all forms of content, including and most importantly, TV. I’ve looked into some very interesting and relevant studies that explain a lot of what’s going on with advertising today. The first thing to consider is this: Currently in the U. S. 290 million people own at least one TV, and 232 million own a mobile phone.
Initially, it took 38 years for TV to reach an audience of 50 million viewers, while the Internet only took four. Given that 43 percent of these mobile devices are smart phones, and that mobile data usage has increased 253 percent this past year, the amount of time spent interacting with content on your smart phone will quickly overwhelm the importance of television ads. Today, TV spots are increasingly being used not as a company’s main advertising effort but as a support for or supplement of a multimedia campaign, where the main focus is distributing content across social networks.
Here’s an example: JC Penny and its new CEO are being bold with new pricing and sales strategies. Penny’s advertising people designed a new, well-rounded campaign. But when it came to their TV spot, the retail giant used their 30 seconds to intrigue people into liking their Facebook page, because that’s where the real engagement and interaction with consumers takes place. Basically, their TV spot (one that cost a fortune for placement in Primetime) was there just to support their main effort: social media.
The beauty of social media is that it is free and effective. After all, social media buzz doesn’t only increase ratings; rather, it drives in-store foot-traffic like no other. So, in designing a successful marketing campaign for the k/x camera, it helps to know both the market and how social media can reach countless additional prospects. Factoring in the statistics cited above, I currently am proposing we take a page out of the Apple/JC Penny playbook to develop a marketing plan that involves integrated television and online ads.
Social media sites such as Facebook, Myspace, Photobucket, and Flickr, linked to other media, will likely be my most winning formula. In our television commercials we will encourage on-the-spot interaction with these sites and our products. Enticing people with stills, teasers and detailed, behind-the-scenes glimpses of our product, we will seed our social media grounds. Tending Topics, Likes, YouTube Views, and so forth will be our new forum for bringing back old customers and creating new ones.