Social media advertising is touted as being the game changer, the difference between becoming a household name or remaining another face in the crowd. Traditional advertising, print and TV, are often looked down upon in this age of social media. I do not advocate one over the other, as both traditional and new media are essential. In fact it is not about the method, or communication channel, when it comes to sales. Social media advertising may be a lot more prevalent than traditional advertising today, but it does not guarantee that a message will be well received. For any kind of advertising to be effective the message has to be persuasive. Think about a time when two different people told you about the same concept or idea. One of them was likely more persuasive than the other and most likely it had to do with their choice of words and their approach. That can be the difference between alienating and capturing a customer. In other words, it all comes down to creativity and originality. I am not talking about the originality demonstrated by Chrysler’s Twitter F-bomb. That was an inappropriate and offensive kind of originality that did not do anyone any favors. The kind of creativity and originality I am referring to involves a unique approach that entices customers. Search marketing agency Covario recently did a study on the relationship between money spent on advertising, digital vs. traditional, and buzz created
Using a software reporting platform called Social Media Insight, he found a direct correlation between the amount spent on digital advertising and the amount a company is discussed on Twitter. However, that is how often they are mentioned positively or negatively. No direct correlation between the amount spent on advertising, digital or traditional, and resulting brand sentiment was found. This highlights the importance of social media advertising as an integral addition to any brand campaign strategy, but more so than that it indicates that the message is the most important aspect. It does not matter how much money you spend on digital advertising, if your message does not resonate then your brand will not sell. An example is Kleenex’s recent “Softness Worth Sharing” campaign, allowing customers to send free samples of Kleenex to friends and family through Kleenex.com and sign ups at retail locations
. 1 million consumers participated. While advertising was distributed through TV, print, digital and social media advertising, TV and digital ads seemed to produce the most activity. The reason they produced the most activity was likely a factor of their message being more relevant. Advertising methods may come and go but the answer remains the same, the channel is not effective if the message is not effective. In a way it is a back to basics approach, but you cannot underestimate the value of this fundamental principle. You do not have anything if you do not have an effective message.