Marketing, Motherhood, and Mayhem

Personal connections in Advertising

December 3rd, 2010 by Deb McLean

Companies generally use mass media when presenting messages to the world.  The average person is exposed to more than 3,000 marketing messages a day via print, radio, television and outdoor. But only 14% of us trust advertisements, while 78% trust peer recommendations, according to research firm Nielson. So it makes sense that advertising these days is not only about peddling a new product, but also about building brand loyalty and interacting with customers.

Today’s marketer is asking customers to become a “fan” of their brands. They’re no longer talking at customers, but talking to them. Don’t get me wrong, traditional forms of advertising are still important and aren’t going away; they’re simply being integrated into advertising campaigns with multiple touch points.

An integrated advertising campaign can also help companies see if they’re targeting their message to the right audience. If a company runs a commercial on radio, they can include a link on their website to a landing page for that offer.  This link would then provide some data on how much traffic was generated by that radio spot.

But if they’re using social media platforms as part of an integrated campaign, they have to be willing to put in time and effort to maintain those platforms. If a Facebook fan page is simply a vehicle for press releases and “hard sells,” it’s more likely to turn off customers than attract them.  It’s crucial that there be customer benefit to maintain that personal connection.

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