Friday, January 15, 2010

Social Influence Marketing

I’m puzzled by the term “social influence marketing.”

Granted, I’m not sure what it means, but I am sure that all marketers will be asking for it from their agencies very shortly.

From what I could discover, “social influence marketing” is about the role that consumer-generated media plays in purchase decisions. In other words, it’s that thing that happens when people talk about a product, brand or service on Facebook and Twitter.

You know, just conversation-like.

Or, in other words, electronic word-of-mouth (EWOM).

The big thing now, at least according to the so-called social media agencies, is for marketers to develop their “social media voices.” In other words, to be more engaging, humble and authentic.

You know, whatever is the opposite of so-called “traditional advertising.”

Obviously, to these newbie agencies, traditional advertising is loud, obnoxious and inauthentic.

And they’re right. Some is. Hell, you could say most of it is.

But good “traditional advertising” is not. Good “traditional advertising” is engaging, humble and authentic. After all, that’s what makes it good.

And, guess what? Good traditional advertising leads to wonderful word-of-mouth as well. It could be person-to-person word of mouth. Or, it could be electronic.

Good traditional advertising becomes social because people notice it and want to talk about it. Or, at least talk about the brands and products that the advertising is supporting.

Good advertising isn’t “good” just because it’s social. Nor is it bad just because it’s traditional. Good advertising is good because somebody has understood how to talk to people. Whether through their TV. Or, through their computer.

We need to start separating the content—the advertising—from the delivery system. When most industry experts talk about social versus traditional advertising, they’re referring to the delivery system.

Delivery systems change and evolve.

But good advertising is good advertising.

No matter how it’s delivered.

No comments:

Post a Comment