Growing up, I knew “because my friends are doing it” wasn’t a good response to my parents asking, “David, why did you do that?” But as a child, logic often wasn’t a consideration. And yet, marketers seem to be using the same logic when it comes to the ubiquitous hashtag, six years into its livelihood.
Too late. Yes, we’re talking about the social media train leaving the station. TV budgets are projected to grow 11% over the next four years. At the same time, social media budgets are projected to grow 65% (eMarketer, Business Insider). And 56% of senior-level marketers say that their investment in digital and social channels will exceed their investment in traditional media within one year (ThinkVine, April 2014).
After months of speculation and rumors, Twitter has introduced a “Buy” button option for users. Although the technology is only in beta, it begs the question: “Is the shift from content to commerce the right choice for a social media site?” Put another way, is Twitter shooting itself in the tweet?
Real-time marketing bridges the gap between content marketing and social media, and it’s been a hot topic for a while. Consider Oreo’s “You can still dunk in the dark” tweet during Super Bowl XLVII’s blackout at the Superdome. A year and a half later, pundits still reference and celebrate that tweet.
KLM’s World Cup tweet…no.
“Why don’t we just use social media?” Clients, after conceiving a small-scale initiative or discovering a news story about their brand, often pose this question to us. And that's when we give them the "throwing seeds at a patch of dirt" analogy.