I saw this article in USA TODAY this morning and had to share it. Big advertisers know the importance and high ROI of online and social marketing. Here's how Bruce Horovitz describes the strategey:
"Super Bowl XLIV advertisers are giving the game itself a serious run on the hype-o-meter. Desperate to rebound from the recession — and sensing glimmers of hope for the economy — the nearly 40 advertisers that bought ad time in the CBS broadcast are serving up supersized self-promotion. There is almost nothing they aren't trying to get the game's massive audience to watch their Super Bowl ad — then click on the brand's website and share the brand's message on Twitter, Facebook and other social networks."
Driving viewers to their websites where they can give more information and have that so-important interactivity with prospective customers is what these advertisers are hoping to do, realizing that if you get someone involved in conversation you're that much closer to the sale. And that's the power of online and social marketing. Here's more:
""They've deputized an entire population via Twitter and Facebook to spread the news of these ads," says Robert Thompson, director of the Bleier Center for Television and Popular Culture at Syracuse University. "Folks do it absolutely for free. It's astounding."
Success at that is now how many marketers justify spending $2 million to $3 million per 30 seconds of the Super Bowl's traditional TV commercial time.
"It's almost as though the Super Bowl is the last Tyrannosaurus roaming the Earth," says Thompson. Its TV commercials "have become traffic signs to herd you into other digital places where the price is a lot cheaper."
This will be the Super Bowl where everyone measures everything to see if they got their money's worth. Advertisers will count tweets. They'll count the number of folks who visit their Facebook pages. They'll count visits to the brand, with some adding extra incentive to come with the lure of free stuff. They'll measure the "buzz" factor online — seeking a running tab on how often their company or their Super Bowl ad gets mentioned.
"Coming from recession to recovery, advertisers are looking for bang for the buck," says Jo Ann Ross, president of network sales for CBS, which sold out its ad space Monday."
The beauty of this is that small business can take advantage of this effective and efficient medium on a local level and for pennies on the dollar in terms of their return.We're all coming from recession to recovery and your online presence really can give you that bang for the buck. Your website is not just an online brochure -- it's one of your most powerful sales tools; social marketing is not just a fad -- it's a powerful and inexpensive means to build your brand. Serious consideration should be given to your marketing plans for 2010 with an emphasis on developing your new media strategy.
Read all of Bruce Horovitz's article here.
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