photo art by by Michael Borkowsky
Today is 2010, and I just observed that many companies, top brands and SMEs are now jumping to the social media band wagon and new media, that includes Facebook, Twitter and blogging. These companies just studied and observed the sudden change of behavior of their target market, because we are now busy surfing the internet or using our mobile phones. Everything is connected with a single click of a mouse, you can be updated with the latest news and trends even if you live in a far regions of your land. Connectivity with one another is the best part of the communication evolution and this was embraced by lots of companies and also for people who want to start and grow big in just a seconds. (read more below)
I really admire to some companies that they trusted people under their marketing departments, trying out and testing the big hot water of the internet, using Facebook as their offiicial website and forums, Twitter as their news shout out to their subscribers, Multiply for their gallery of products, and Blogging as a form of putting your flag in the big land of cyberspace. I observed a big result from companies who uses the internet and social media network, the money they are using for traditional advertising is much more cheaper in using the internet. One person can manage this online or internet marketing solo act, a social media manager or a blogger, armed with a laptop, internet, camera and cellphone, and from that person, he can automatically convert people to follow him and be updated or receive news from the company he is working with. I congratulate them because they know it is very effective, but other companies are still afraid to try it and because that being very engaging with the internet users give some risk in damaging the company's image, well it will go that way if they have poor management in their internal office, and now that they want to ask more on how to use it wisely and be responsible in using the internet, and thanks to some of our internet specialist for organizing some talks, seminars and workshop for companies who want to learn about the do's and don't in using internet marketing.
Internet marketing is not yet well present in our text books, but I know some institutions in Manila just included internet and social media marketing as one of the course or subject for marketing communication majors, and these upcoming new media specialist will be lucky in the coming generation, because they can get a really nice job in the future, if ever they are really tech savy and active using the internet.
Some companies are purist when it comes to marketing, they don't even want to try to test the form of new media and still stuck using the dinosaur age of marketing, below the level line as what they call it, or non-traditional advertising sometimes work, you know? giving leaflets, posters, tri-media ads, and billboard. We know what really works here, I still dig leafletting, but it really depends on your target market, but what will it be good if you try digital leafletting, hmm. oppss it looks like it will turn out to be a spam hahaha.
Anyway, I just heard from a business owner that he acquires a franchise of this top brand, and he told me that their mother company just don't want to advertise or promote it with any kind of new media, I' m surprised that they are very strict on their policy and the business owner really believes in new media and took a time creating their Facebook fan page, a blog, and invited us bloggers at their branch in Manila. "They don't want us to advertise or place online promotion, but what will happen to our business? this is serious and I believe in blogging and social media as a good form of advertising, reaching out our target customers", the business owner said. "they don't care about you bloggers or the new media, and they don't even care using traditional media". After hearing this words, I turned speechless for a couple minutes and pat the guy on the back and said that he is doing his work really well, and as a franchise business owner, you really need to do something on the edge to promote your branch.
"The mother company doesn't know this, but what the heck, I really want to promote it online and I don't want to waste a lot of money on this". I think we can put an advice here to all people who will get a franchise of a brand or store, you should see first their policy if they are open in any form of promotion or advertising, especially for new media. If they really don't care about us, then its okay, maybe the mother company believes in the natural form of media - word of mouth.
