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  1. Social media hasn’t been something that marketers can use because Social applications, whatever their subscription size, are all stovepiped. Therefore, they aren’t mass-media yet.

    Most marketing happens in a fairly non-targeted and unfocused way. “Eyeballs”. But social media, while it’s exciting to them, is also pretty scary because it is focused by nature.

    As the market or the viewers become more focused, the message to them needs to be more wordsmithed and specific.

    You never expect your ads on TV to reflect you. But more and more, we are annoyed when we see ads on the net that are not.

    “Why can’t Google guess what I like?”

    I think this is the challenge.

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