The End of Traditional Advertising
Over 2,500 years ago, Confucius made a simple point: “Everything is connected.” Now, he had no idea back then, but the yearning to establish and maintain connections with people all over the world would become the driving force behind the expansion of social media, and businesses are beginning to follow suit.
Social media marketing is changing the game fast. Gone are the days of Mad Men and poorly-coordinated, cross-country phone calls—one side begging to adjourn for lunch, the other begging for their post-lunch siesta. The domination of magazine and television ads ended years ago, leading big-name creatives like Eric Silver (CCO at McCann) to say, “Advertising is what happens on TV when people go to the bathroom.”
Companies can no longer get away with terrible jingles and corny, oblique commercials because they must compete with every viral YouTube video and Snapchat story. Now brands can boost their exposure through hilarious Twitter rants, like Wendy’s; or whiskey commercials that more closely resemble movie previews, like Johnnie Walker; and even a fake Craigslist ad for Walter White’s house, which is how Century 21 skyrocketed back into relevance.
More importantly, consumers are beginning to look into what brands are doing on a social level, and rightly so: Thoughtless consumerism is being supplanted by social entrepreneurship on a brand level and mindful spending at the cash register. Because social media has given a voice to people who have never had one before, we are more aware than ever of the effects our actions have on the rest of the world.
The New Meaning of a Brand
The Economist describes “social entrepreneurship” as “an innovative answer to a social problem.” Companies and brands can no longer afford to ignore the negative societal ramifications of their choices; a brand’s name, their whole culture, is at stake with every decision. When photos surfaced of Jimmy John’s CEO Jimmy John Liautaud hunting endangered animals in Africa, a movement to boycott the sandwich shop went full throttle. On the other hand, brands like Toms have long been praised for their efforts to both raise awareness of a social problem and contribute to the fight against it.
For businesses, then, investing in social media marketing is the quickest way to raise a double awareness—first of a problem and then who will solve it. It’s where name recognition marries charity, a socio-economical win-win. Done right, a brand’s presence on social media will attract attention, followers, customers, patients. Patients who could be one decision away from leading a more healthy, more fulfilling life.
Mixing Good (Causes) with Better (Results)
Infinity Media Marketing is committed to a double-edged approach to solving these social issues and connecting medical professionals to future patients. We're not only passionate about electrifying companies’ online brand, but a portion of all money made is donated to genetic engineering efforts to help eradicate difficult diseases for future generations.
Social media and digitial marketing (we have an entire 8-step marketing machine where social media is but a portion of it) in general is an important investment. Facebook just hit two billion accounts, and the popularity and usage of other platforms like Twitter, Instagram, and Snapchat continues to soar. It’s more than a way to build a following for your brand; it’s a way to engage directly with consumers of all kinds, to hear what’s working and what’s not working, and, when done through the guise of smart social entrepreneurship, multiplying the ways we can make this world better.
Wondering why we're doing this? Read our co-founder's story on how an unfortunate event catapulted one idea into action.