Today I’m presenting at the B2B Marketing Ignite Conference in London.
In the presentation, I develop the argument for social media (you are, after all, reading this and not an advert).
Advertising worked in the “old days” because buyers were unsophisticated and had nowhere else to go to buy. They read print media and got cold called by salespeople. It was just about ok as people found ways to discover things. Even if it was the holiday time share you didn’t know you needed.
But people wised up. Daz does not wash your clothes whiter than white, and those shares you were sold over the phone turned out worthless.
We are all pretty cynical (some more than others), especially when somebody tells you their product is the best. But there’s the rub, nobody markets themselves as the second-best cat food, or the number two most influential social-selling influencer. Everybody always asks who’s number one.
The big advertising switch-off
We are all tired of ads. They are boring, and these days they bring little more than noise to the online experience.
Add to this (no pun intended) a 30% growth in ad-blocker usage year on year.
But it’s worse than that. It’s not that advertising is falling. (Current figures show digital ads are increasing, as people switch from analogue to digital.) It’s dying.
Google has a project to automate all PPC work through AI. More than that, it has a project to kill the website. They will no longer be a gateway to your website by becoming the storefront instead. After all, if they are losing market share to Amazon, why not cut Amazon out. The disrupters get disruptive. What else is Alexa but Amazon’s way to cut out Google and all the supermarkets.
Where does this all end?
A fringe activity when I signed up to my first social accounts 10 years ago, social has evolved to become the dominant communication medium online. Nearly all of us live a significant part of our lives on Twitter, Facebook, LinkedIn and Instagram.
It’s the place where relationships start and finish. We have deeper connections with our friends. And we have a methodology that allows you to market and sell on-line. Not through a medium that is dying but a medium we all trust and spend increasing amounts of time with.
DLA is the only Management Consultancy in the world that focuses totally on social media transformation. That is, using social media as a transformative platform. We help organisations’ C-Level executives understand why Social can give you a sales growth of 30%. Then work with sales, marketing, human resources… to use social to do more with less. Want to know more? Give me a call 07823-534557.