Social media and other emerging media types have given tremendous access to consumers – in places where they spend a significant amount of time. Organizations are using all social media platforms to push advertisements in an attempt to gain business from new and returning customers.
With so much information out there, brands often talk about the need to “break through the clutter” to get noticed and gain these new customers. This is extremely difficult to do – and the competition is great. In a previous blog post, I mentioned Jay Baer, the CEO of a marketing firm and consultancy called Convince & Convert. I have attended a couple of workshops with Jay, and one of the things that he impressed upon me was the need to really understand who our competitors are – and they aren’t always who you think. Just now, I pulled up my Facebook feed and these are my first four pieces of content:
- My sister posting a picture of my nieces at a girl scouts activity
- A Southwest airline promotion
- A friend posting pictures from the Chicago Cubs victory parade
- A sponsored article and advertisement from Golf.com
In terms of breaking through the clutter, we are really competing for attention. Southwest Airlines isn’t just competing against other airlines, it is competing for my attention with my niece, my friend, Golf.com, and many others. Within emerging media platforms, it is critical to give consumers something that really peaks their interest – against things that you know already peak their interest based on the preferences of their Social Media profiles.
It is family and friends that you are competing with, and competition is fierce!!