Marketers can reach a greater audience than ever by combining the power of social media and storytelling. The game has changed. We no longer live in a broadcast era where marketers can simply buy people’s attention with a TV campaign. There are different rules now and we need to earn the attention of our audience.
We have a connected consumer revolution. The consumer is now in control of what they view, what they share, and how they view (on what screen). So there has been a major shift in terms of the relationship between consumers and marketers. And there are bigger things at work as well. We saw it with the Arab Spring, and the critical role social media had in the way information was shared. We saw it with the Occupy Movement as well. Social media can have an impact on traditional power structures.
From a marketer’s perspective, that means that we’re moving towards pull versus push approach, sometimes referred to as inbound marketing. We can no longer push our messages across, we need to pull customers in with engaging, useful content. All of these trends are turning the traditional media model on its head, and brands are evolving into media properties. One of the best examples of this is Red Bull.
Red Bull is putting out such compelling content that traditional media properties like NBC are buying the rights to this content. They’ve completely flipped the model around as a brand, where the broadcasters are after them for their content. They’re a great example of a brand doing it well in social....
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