Offline, invisibility is a problem you can just throw money at. Money to Interrupt and disturb your way into the attention of your market. There I am, reading the latest on Government’s “amazing plans” for economic turnaround or about Donald Trump’s plan to Make America great again – then boom. Your full page ad is in my face – ” Cheapest, Fastest Thingy on Earth -Buy Now!”. Maybe this time you can distract me from the news story, long enough to sell me something.
It doesn’t work as well as it used to.
It’s a trend all across Africa, this
Interruption based marketing model is failing businesses more and more everyday. I hope you’ve got better plans for your Marketing budget.
You do right?
On Facebook, Africa’s most popular Social Media platform, the power dynamic is entirely different. Upside down in fact. This is why most corporates and the traditional ad agencies they use, just don’t get it.
Not even close.
When the media is a social one, the people socializing, not the companies, have all the power. True, you can pay to boost your way into my news-feed, but unlike the radio I don’t have to listen to your interruption on Facebook. In a split second your boring, irrelevant ads are ignored. And the more l ignore you the more expensive I become to reach – or worse, now I can tell you to your face Just how much I hate your ads, and your product!
So you see, pretty as it maybe, your boring newspaper advertising just wont work on Facebook, Linkedin or Instagram. You can’t simply copy – paste from your offline strategy.
In a world where people see and spend time on only the things they care about, your content has to be more than just “professionally designed” or informative or even important …
It has to be AWESOME!
Awesome means irresistibly captivating, relevant and human.
Look again at that graphic I did for you up there … do you see the red “Booyah” spot? That’s what you’re aiming for.
If this sounds exciting, then you’ve seen how big an opportunity lies before you. Your competitors are fast asleep on this, still clinging on to the myth that only teenagers use Facebook. Still hoping that social media is merely a fad.
Wake up sleepy head!
On the other hand, if the transition from offline to online seems minor…like social is just another medium, then you haven’t understood a thing I’ve said. You haven’t grasped just how fundamentally different all this is to the old school marketing you learned when you were doing your marketing degree 5 or 10 years ago.
Going forward, you’re going to have to learn how to think in an entirely new and different way about your marketing- different even to the marketing that made you successful yesterday. You’re going to have to be more of the following…
- More human, and less like a corporate robot with formal, overly professional sounding, emotionless ‘corporate speak‘
- More relevant, and less like you actually believe your company news or latest average product is something I even remotely care about. You have to be relevant to what’s happening with me. Not you.
- More captivating – the opposite of boring, and less like you’re intentionally tying to put me to sleep.
Today, we have a whole new generation of young working adults and parents who have never bought a newspaper in their entire lives. for them News is not something you buy. News is something you read for free on a website or in bite sized chunks on your friends Facebook wall.
He is much more difficult merely interrupt with ads.
He just doesn’t have the patience or the attention span for it, and yet he is the future of your business. You can reach him though, effectively and profitably, but again, you’re going to have to be awesome!
Instead of interrupting the story he is trying to read, you’ll have to become the story he came looking for. Instead of trying to distract him from what he cares about, you’ve gotta to tap into it, and show him how your product gives him what HE (not YOU) is longing for. That’s called being awesome.
Up for the challenge?