… But Have Something to Ignite!
It goes like this: marketers and advertisers are already investing prodigious time and resources into creating awareness, exposure and even engagement. There is HUGE investment in spark. But more often than not, once the impetus is removed… the audience engagement goes away… it discharges to zero (or very nearly). And we have to start all over again with the next campaign.
Would it be great if that spark —> millions or tens of millions of dollars in marketing investment– could “ignite” an engine of engagement that perpetually engenders a relationship… a *contextual* relationship… with some target constituency?
It’s a continuity campaign without the continuity campaign spend.
An Economical and Expeditious Path to Effective Social Media Spending
A recent study (TWI Surveys, October 2007) declared that: Spending on social media and conversational marketing will outpace that of traditional marketing by 2012. The two most important nuggets to take away from the study were:
- In total, 81% of all respondents project that by 2012 they will spend at least as much on conversational marketing as traditional marketing
And that there are prodigious primary OBSTACLES currently preventing marketers from investing more in social media and conversational marketing, including:
- Manpower restraints 51.1%
- Fear of loss of control 46.9%
- Inadequate metrics 45.4%p.
- Culture of their organizations 43.5%
- Difficulty with internal sell-through 35.8%
Spark Marketing is a way to bridge the gap, give CMOs and ad execs a toe in the water, and still retain the core ROI metrics (until we find something better).
So how would one go about using the Spark Marketing approach to ease into this world of social media and conversational marketing?
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