Much Ado about nothing?
Nov 28th, 2011 by annaig
I grow up with the internet. I like it. I don’t think I could live without it.
But, however. Is everything happening on the Internet? I don’t think so. “Buzz” is becoming the new fashionable thing, even areal goal for every company. But is it so efficient? I love advertising, its very funny and interesting. A good place to work because it’s driven both by strategy and creation. But is the Internet the best place to spend money? I mean. Wow. For sure, from the creative point of view there are a lot of great, funny and smart campaigns that took place on the internet (for exemple this one, looks like the one showed in class).
Buzz creation, community management, adhesion, trafic, information… all these elements can be done through the web. OK. And they can be done well. It’s a great brand new area. Excitement is everywhere and nothing really understand how it works. How many people call themselves “community managers” without even knowing how to manage a facebook page? But how to manage a facebook page? Nobody really knows. The only thing we can do is looking at the best practices, trying to be innovative and stick to what’s legal (and that is sometimes hard for some companies!).
But what is more relevant: spending 500,000$ in a web-buzz or the famous – and not over yet – “90 secs TV spot”? I don’t know. But what I know is that a buzz campaign, if it’s not targeted precisely, smart and centered on a real communication need is a waste of money and of time. Internet is great, and is a tool that must be used. But there is still the world out there, and this world is not over yet. Some companies should stop being driven by trends and sparkles, and stick to what’s relevant, useful and efficient. In a word: be aware of what’s new and could be used without running after the “new thing” because it’s new. Keep cool and smart, please.