8 Ways a Digital Media Platform is More Influential than “Marketing”

8 Ways a Digital Media Platform is More Influential than “Marketing”

Reader Comments (14)

  1. Interesting read. Where do you see more traditional forms of advertising heading towards, in the future?

    Specifically, I am referring to things like billboard advertising, prime-TV hour advertising (I know that newspaper advertising has already started to move into the online only arena)…

    • I’m no expert Katherine but I believe it will always exist, I just see it transforming in a way in which it supports the online marketing strategy as opposed to the online strategy supporting the other mediums.

  2. What do you think of the recent product placement success with Samsumg at the Oscars? Ellen made it look seamless, but it makes me wonder if the big celebrity selfie was planned as a marketing gimmick.

    Either way it worked.

  3. Of course, sometimes product placement is SO ridiculous that it is beyond distracting!

    E.g., This Cheerios Placement on a popular soap opera! (I couldn’t even remember the Soap’s name, but I remember seeing this clip a while back, and it sure did stick with me (but not, perhaps, how they intended!)


    • True. The research shows it’s when the placement is inherent to the narrative while also creating an intended association that things work out the best for both consumers and companies.

    • @Justin Its really strange when people try to do crazy and ridiculous kind of acts just to promote a foolish product sometimes…
      And yes i agree with Brian… — You Marketing geek — :-p

  4. Well, there are pros and cons. It is like to watch your favorite TV series and to wait 15 minutes commercial in the middle. Majority of people are simply hangout with their friends and never click Facebook ads. On the other hand keeping existing customers informed all the time and being social with them is a great weapon as powerful as a newsletter.

  5. Interesting, although tangible, traditional marketing will still be effective. 3D printed marketing, for instance, could be an unique hit. The Hobbit recently ran an idea for a 3D printed bit of merchandise. LEGO are following suit.

    Probably won’t be as effective as Ellen’s Selfie, though.

  6. Congratulations Brian for this interesting article. Above all it is very useful for those who, like me, try every day to convince customers of this centrality of the content within the overall marketing strategy of a company.

    I am a free lance which in Italy is desperately trying to make people understand the value of a copywriter who points to the quality and not the quantity, but it’s not easy. I will post your article to my customers more willing.

  7. It depends on the format. The BBC was famously anti-product placement (most famously making the lead singer of the Kinks have to do a quick trip to New York and back to replace the line ‘Coca Cola’ with ‘cherry cola’ in Lola or else they wouldn’t play the song), but has recently opened it up, which is leading to jarringly new product placement in shows such as Jonathan Creek and Call the Midwife.

  8. Yes, very effective. But it does make me nostalgic for the cleverness that can be had with fake products. I think of Lucille Ball, Carol Burnett, and more recently Garrison Keillor with his Catsup Advisory Board and Beebop-a-Reebop Rhubarb Pies.

    And of course, cartoons! Some real inventiveness with their fake products that in many cases were then transformed into real products. Cocoa Pebbles, anyone?

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