The recent Lenovo Superfish fiasco shows that marketing technology is no panacea. Some marketers seem persuaded that simply relying on things like “big data”, analytics, or third-party advertising platforms, will displace the need for more traditional means of reaching out to customers. Sadly, they are mistaken.
For many practitioners and brand owners, going social seems like the most logical thing to do after the slow decay of mainstream media, where more and more people are shifting their reading and viewing habits away from traditional media, into the arms of mobile entertainment. And yes, that pot of gold at the end of the “social” rainbow did not materialize.
Did you realize what our eyes see right this very second is NOT real-time at all, but with up to a 15-second lag? What does that have to do with brand and marketing management?
The obsession with thick folders of media clips, is fast facing obsolescence. Emerging and contemporary marketing and publicity have become more focused on social conversations, whether they are positive or not, and how best to transform social conversations to sales leads.