Digital agencies strongly believe that they will convince their clients to invest their beautiful money on the Internet.
Traditional agencies though (those that are left anyway) either invest heavily to the digital media and specifically, social media or they are left behind.
Waiting for their imminent death of course.
Because the transition came. It just wasn't established in the moment.
I believe that the reason behind it is the different way advertising works nowadays.
You can't have advertising without Mass media.
You simply can’t. Perhaps it is possible for a brand like GoPro but that won't happen for an FMCG and in the general shopping list.
The Internet is no ground for such brands. Well to be clear, it is not enough for those brands. It's fine for engagement. But you will not reach as much only like this.
There is a quite simple reason behind all that.
I'm sorry to break it to you my advertiser friend but none will care for a kitchen roll Facebook page. No matter how many contest you do, how many fans you gather to your fan page, the day you will stop mass media advertising, you are dead.
Because nobody cares.
Sure if you want to piss of your consumer who is trying to relax by surfing the web you can put your ad on YouTube. That will be a success.
I won't be able to know though.
I've got Adblock.
That's right...
As many other people do.
Why? Because Internet ads are not good. Generally.
They won’t give an incentive to the consumer. He won’t even want to look. He will just go crazy and install adblock. Especially on video ads. Let’s be honest. The only reason you deactivate adblock is in order to support some website. No other reason.
And then some amazing banners come off and I can't see it (well I do because I love ads because of my work) nor anyone else who has adblock. Which is sad because there are some good pieces of work out right now.
And they are a lot. A lot of angry people feeling angry because a brand invades their personal space (the fortress of solitude).
And then Facebook and Google tried to save it a bit with personalized ads and promoted posts. OK its not so great at the moment but you can skip through easily and you might even be interested in an ad or two.
I believe the Internet is the most extraordinary tool to aim in a very niche target group you like. Which can also be great for the consumer because he might actually get to see something that he will like and engage with.
To succeed in it though you need content.
What i see from Greece now is that they probably miss use it and tend to get people angry about it.
Social media for me is the best supportive tool someone may have in order to build a strong campaign.
Depending on the product of course.
Which means Gopro>Kitchen roll.
Social media in Greece today is a little cute baby and we can see that brands are still trying to find their way. The top 10 are brands who would anyway be in the top 10 because people actually love those brands one way or another.
All we are waiting for now is the complete digital shift.
Which means that every mass media will be on the Internet. Which in a way is pretty close to happen.
