So often, as marketers and advertising professionals, we challenge ourselves to lead. We find ourselves on the bleeding edge to constantly come up with new ways to reach an audience. Sometimes this is because our audience has become more distracted. To get their attention, we must innovate in ways that they will notice to ensure our products and wares are top of mind. At other times, our desires are much simpler. Unfortunately, nothing more than an attempt to "keep up with the Joneses" or add a proverbial feather to our cap of marketing and advertising accomplishments (vanity) may be the goal. This is unfortunate for both the marketer and the products they represent.
I have no qualms about the essential nature of innovation, as I agree that our audiences are fragmented and constant innovation is an important part of our marketing mix. What I do take issue with is sacrificing our products or limited marketing budgets with vanity and misguided programs that aren't relevant or well thought out. Let's take a look at how effective social media strategies, tactics, and platforms are misused to produce disastrous (or at least spurious) results; results that do equal damage to the reputation of the strategy, tactic, or platform being used as to the brand being represented. In this article, we'll look at the following "hot" topics and how they've been abused by short-sighted marketing.
- Viral videos and original content
- Real-time and right-time marketing
- Earned (or coerced) media