Digital & Ad Agencies Today
David Guerrero basically talks about the power of social media plus online marketing and online advertising. It shows how important those three are nowadays. Advertising of today differs from how it was yesterday. Before, the different departments of agencies were separated from each other meaning, they work independently. Departments such as creatives, accounts, media and the like work on their own niche lacking coordination from the other divisions which is improper since if you produce collaterals, everything should be aligned and coordinated; TV commercials, print ads, radio ads should all be in line with the strategy of the campaign. It not only ends in the separation of departments but it also continues to the partition of people inside their respective departments and these two problems have been solved with the advertising of the current generation. Today, departments of agencies work in a tight knit. They work together and interdependently despite not being under one roof hence producing better materials.
Since the rise of social media, people are saying that television is going to die because of the internet. Nowadays, materials visible on tv are also made available on the internet. Commercials of specific products can be seen on their website and now, you can actually watch your favourite shows online making it easier for loyal patrons since they can continuously watch the episodes because of the listings made accessible on host sites. But what the general public is not seeing is that, television is still the next big thing; not the internet on the reason that internet reinforces tv. For example; I am an avid fan of the TV series ‘Cougar Town’. The moment I hear that a new episode or season is out, first thing I’m going to do is log on to the internet and check its Facebook page, forums or any website that might contain updates on the said topic. Once I’ve gathered enough information, I go back to television to watch the actual airing of the series. What you can see here is that the internet serves as a medium to activate tv once again.
The Philippines ranks fourth in Asia and seventeenth around the world in terms of Twitter usage. Also, the Philippines is considered as the Facebook capital of Southeast Asia. At the time this webinar was made, Facebook penetration in the Philippines was 36%. Meaning, if you put up ads in Facebook, you will hit 36% of your target market.
With the stats mentioned above, obviously social media has it s advantages. Social media is very concentrated when it comes to targeting. For example; if you put up an ad in Facebook and your target is 21 – 30 years old this is where profiling comes into place. Facebook will only show those ads to people who are under that profile of 21 – 30 years old which makes it easier for the brands to reach their target market. With the use of Social media, you can easily monitor your progress for example; the views you have on YouTube, hits on your blog site, followers you have on Twitter, the number of likes you have on your Facebook fan page, etc. It gives you the present time status of your social media websites. Advertising ads that are “liked” are much effective than those “not liked”. This does not literally mean Facebook likes but also retweets in Twitter, shared link on Facebook or Twitter and the like.
The Philippines is known as the texting capital of the world due to its rampant usage of the sms service of mobile phones. With this, mobile advertising has become as strong as internet advertising. People can easily send text blasts when they see a billboard of a certain product that has a new endorser hence creating word of mouth. Smartphones have been a huge contributor to this since with these kinds of phones, a person can install Twitter, Facebook, etc. applications which can easily connect you to the internet. Twitter feeds and status updates can be easily seen so it follows that people can instantly retweet or like the mentioned.
Social media is often misconceptualized as just putting up a website. The job does not end there. Social media is often called earned media since having a nice website does not necessarily mean success or effectiveness. The website should reinforce your brand image meaning that the website should be consistent with your message and marketing collaterals. Another, people should be active in your website. It should have visits and activities. People should put into mind that brand site is dead. It is not enough that your website only has complete information because the market’s wants and needs are continuously changing. It should be an avenue wherein people can participate, share and interact with each other because people want to be involved with its co-users. Most importantly, there should be a personal connection between the consumers and the brand.
