Opinion: GM makes drastic advertising decisions or GM VS Facebook

Posted: May 19, 2012 in Posts
Tags: , , , , , , , , , ,

So Facebook is not effective although nearly 60% of FB users click on ads, over 3 million brand pages are there, it is the largest data bureau in the world. Study: Nearly half of Facebook users never click ads

GM to Stop Advertising on Facebook – was GM really advertising in Facebook?

Missing communications and social context.

Especially when slightly comparing it to the GM website

And now the Super Bowl is too expensive even with massive traditional and digital media reach as well as a wide and engaged audience…

GM drops out of Super Bowl advertising

Message to who, with what goal and how can reaction be expected here that would lead to engagement, word of mouth, or sales lift?

Advertising is now more dynamic than ever so I agree budgets, creative and marketing communications should move with the engagement and the goals faster. However for a brand like GM that has the budgets for Super Bowl and mass community management I think the decisions being made are not dynamic just drastic.

If GM were to  run a Super Bowl ad that led to an engagement campaign and reduced spending in other areas that are not as measurable, success could come possibly in a short period of time.

TV is still a huge advertising channel but for who and for what and why is what we need to know before planning a TV campaign for a client, especially with the reach, relevance and engagement available to us with digital video.

We really now have the exciting opportunities to iterate, personalize, and optimize ads based upon real human behavior and opinion via socnet. The data is enormous now but the data is enormous now, so that said I think the key is paying close attention to optimize all media up and down the marketing funnel, “arbing” properly the creative, content, context, media and goal.

Our minds are like parachutes, they only work when they are open, and allow freedom of thought minus the fears.

Think prospect relationship management is what I tell  my clients, try not to crash the dinner party get invited, deliver a message that is more natural, use the social windows properly and combine them with traditional media and methods.

GM There is plenty of opportunity for you here and I am glad to see a brand like you being sensitive to spends that is smart but try not to lose sight and focus on the “long tail.”

PS – I wouldn’t hide any cars in some odd place and try to get people to find them and don’t think more celebrity power, think influence, reach and seduction.

There is plenty of opportunity to be effective right down to the dealer and point of purchase level with engaging, efficient, unique, and seductive marketing communications. The data can lead you there.

 

Also published here: GM vs. Facebook by Brian Rice – The Fearless Group Blog – contributor

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