Hi Students,
I’ve developed a keen interest in what this British ad exec has been publishing in looking at Social Media’s role in marketing communications. I uploaded his perspective on ‘What is Media Planning?’ on Blackboard. But when I went to his most recent I found it really intriguing. Please take a look.
Regarding the content of the “Fanfare For The Common Brand, let’s use it as a lens of how social media disrupts traditional media, including at this banner display advertising as traditional as it is considered a mature medium and loses it’s digital association in the common lexicon in my opinion. The fact that consumers use mobile devices is implicit. Pandora and Facebook skew heavily mobile and consumers spend about 5% of their media time using these two properties. This context should inform the below.
Suppose you were responsible for launching an e-commerce furniture brand similar to wayfair.com. How would you make social media the primary communication channel while building a comprehensive paid, owned, earned media ecosystem? What would you do first and why? What kinds of target audiences would you pursue?
