Companies today are using social media more than ever to market their product or service, and using it in ways that are new and exciting – in ways that have never been done before. They are using social media to speak to a younger demographic and generate a campaign by keeping the message fresh. It’s not even close to the same old marketing strategies of the past. This new way of creating and carrying out marketing strategies is new, and portrays companies and products in innovative ways.
Just a few examples will illustrate how the shift in traditional marketing strategies like cold calling, television infomercials and radio ads are being overlooked for more modern marketing strategies. Consumers want something that they have never seen before.
One of these new and enthralling marketing strategies was done by Coca-Cola in Romania, where Coca-Cola made an advertisement that included live tweets from viewers in its TV ad. Viewers were asked to send a tweet with the hashtag #LetsEatTogether with the chance that their tweet would be shown on the TV ad. This was genius and here’s why.
Coca-Cola realized that most people (60%) do not eat with someone else, but rather eat alone in front of the TV. So why not engage those people who are eating alone by asking them in their preferred means of communication – social media – to post a tweet that could appear live in the commercial.
Another example of a new marketing strategy can be found in the company, Trident, which introduced the first 6-second Vine TV ad. For those not familiar with Vine (though I suggest you familiarize yourself), it is a mobile app that is owned by Twitter in which users are able to create and upload short, 6-second videos that run on a loop. In creating this Vine video, Trident is putting itself out there on the forefront of new media.
The use of strange and unfamiliar territory for marketing campaigns is proving to be successful and showing a shift in how companies market to their audience. In fact, Dunkin’ Donuts is rumored to be planning its own Vine commercial.
More examples come from Heineken, Instagram and Pinterest, but I think you see where this is going. The traditional ways of marketing are a thing of the past. It’s like dressing the way you did in the 80’s and 90’s…probably not the most attractive thing to do. The times have changed and so have the practices to effectively execute a marketing strategy. It’s time to start thinking outside the box and make those marketing campaigns hit hard with your target consumers and drive them to engage with your product and/or company.