by Allan LEE (And as Published on Adlib Magazine May/June 2011 Issue)
I am a Marketing Specialist.
At Work, I communicate with my ad agency via Facebook private message (PM), not that the traditional email is no good, but we can access our Facebook anywhere with our mobile phones, I only email when it is necessary. I gave instructions on WhatsApp and have most of my marketing campaign discussions on Twitter.
I found an alternative to TV Ads because when I broadcast my TVC on Youtube, I get a viewership that I can see and manage – and the viewers can “LIKE” my clips. You don’t have a “LIKE” button on TV you know? The same goes to Radio ads. I have since gotten my nephews who are studying in secondary schools to record Podcast and broadcast them and it has received a stronger following than what I used to get when my ads goes on the radio. The sweet part is, I get to see the number of downloads, I am not really too concern whether those Podcasts were listened by the downloaders. After all, my Boss is only interested in how many were downloaded.
I have created a Facebook Page for the brands that I am managing. I can show my Bosses that netizens does “LIKE” our brands and there is a solid number to show (7925 LIKE This). I can announce new product launches via this Facebook Page and yes, my brands are on Twitter too. Oh, just that day my Boss just came to my room and congratulated me for having 30,421 “Followers” on Twitter. Sweet of him isn’t he?
Taking a step further, I have started to shift my full-page-full-color ads from publications to colorful banner ads on high traffic websites. My potential customers can’t “click” on a magazine advertisement but surely they can with my online banners. Sometimes I even gave my customers surprises like a giant Pop-Up window whenever they visit site!
Blogs have matured over the years. Bloggers are a “poisonous” lot. They influence consumers’ buying sentiments and they too can take a brand down overnight. Then again, some of these fellas got sued in the end, but still the damage is done. I have since build up a team of bloggers that writes and review my brands on a regular basis and I made sure I pampered them enough so that they will ONLY write good things about my brands.
While there are many good marketing blogs that kept consumers informed, there are tons of “cyber trash” on the internet – mostly blogs that doesn’t serve any purpose or has an identity crises on what to write about. I steered my brands away from those.
Everything is going mobile. I have started to engage my advertising agency to buy into e-coupons. Thousands and thousands were sent out and the responses have been good. The new generation seems to like flashing their mobile phones at cashier counters to enjoy a priviledge or a discount that is exclusive to them (and to every other person among the thousands).
Having said the above, I still kept my usual media buys into Press & Out-of-Home media because there is a need to remain “visible” and to keep in touch with my other customers who are not into surfing. But they play games on their iphones and androids, maybe I should start buying ads into Apps too.
Back In the Office:
I “talk” to my subordinates via MSN Messenger, though they are just seated right outside my room. At meetings, I prefer to use WhatsApp because it enables me to conduct a group chat so that people who can’t attend the meeting can be “involved”. I keep SMSes because it has a time & date stamp like email and it can be screenshot on my iPhone and keep for future references. I have a Facebook account that I added all my subordinates and Bosses so that I can monitor my staff movement with their Facebook Check Ins and also to see what are they ranting about.
I even started a “Secret” Facebook Group which my department uses that as a Notice Board for announcements and operational instructions which my Boss didn’t even know. Lunch with colleagues these days mainly are eating together, while each of us meddles with our own phones playing games, surfing news or on social media sites. We hardly talk anymore. I remembered sending a WhatsApp group chat message when all the persons in the chat are seated at the same table. There’s no need to talk at all.
I am very sure more interesting Apps & softwares are coming our way. Maybe a couple of years down the road, there’s no need to us to leave the house too.
Here’s something for the road.
Youtube+Twitter+Facebook = You Twit Face.
OK, now get back to work. (Go online I meant)