Fall of Madison Avenue and Rise of Digital Marketing

The article “Madison Avenue Nightmare” by Devin Leonard in 2004 signals the fall of the mass media-based advertising industry. Leonard writes, the best attitude faces the decline of Madison Avenue’s advertising industry is to let it pass.

Madison Avenue was a trading city in America in the 19th century, after the first world war. Then the city grows into a cluster or center of the advertising industry in America in the 20th century.

This advertising cluster is only temporarily depressed era during the first and second world wars. As the war ends, the industry grows larger again. After that, the area is also known as the heart of world advertising. which was once glorious in the 1920s – 1990s.

The triumph of Madison Avenue 20-40 and 1950-1990. After that, its role was replaced by advertising on the internet. Client orders decreased. Complain about more and more ad performance.

The Rise of Digital Marketing

On the other side, the adoption or use of the internet is getting more and more in the market. so that many advertisers follow the shift. Advertising was developed in social media and the internet.

At the end of 2000, there had been doubts about the power of the internet. The internet is considered a bubble. Big but no value. But along with the improvements in information technology,  the Internet creates smart advertising. Advertising show only for an audience who have interest. It creates a smarter of advertising ads, that understand audience interest.

That is the convergence of marketing and information technology. Marketing work involves a lot of information technology, not just promotion aspect. Information technology is also involved in the process of marketing strategy. Marketing strategies such as segmentation, targeting, and positioning testing involve big data and algorithms. Facebook and Google provide the segmentation mapping with the technology.

Value positioning process also involves information technology. Information technology plays a role in providing data about real-time market trends. Information technology also provides an opportunity for testing market responses. Thus the process of determining the marketing strategy with the support of information technology has advantages. The advantages are suitability is more up to date with market trends and testing.

Marketing tactics that are marketing mix also involve information technology. Products are made by weighing the market tastes conveyed by information technology. product designing activities, price determination, distribution and promotion determination are decided by considering market information provided by information technology.

Measuring the success of marketing programs also involves information technology. With the support of information technology, faster market reactions are identified. The types of reactions are richer and faster than those without information technology.

The marketer needs metrics for program optimization. The initial plan was not always efficient and effective. By measuring the results of marketing programs, it can be known which programs are running well and which are not. Thus the marketer can do the optimization.

The Change of Advertising Character

But now IT offers more value in business, especially marketing. IT offers to create the effective and efficient marketing. Thus a marketing program cannot compete with an IT-based marketing program. The marketing center shifts, from Madison Avenue to disseminated to many places.

The change is not just a media shift, but a shift in marketing and advertising traits. The ads designed by Madison Avenue are intriguing, intelligent and creative ads. But now viewers have a choice to deny it. On television, viewers have a remote control. On the internet, people are free to skip the ads. This is the end of interruption advertising.

Digital marketing has specific characteristics. It is interactive, so no interruption advertising. DIgital marketer embeds their commercial goal in an educative, informative and entertaining message.

Now marketers need to know IT in order to use it to make marketing decisions. IT people also need to know marketing to be able to see IT in a business perspective, not just it’s amazing. Without knowing the business aspect, IT can get stuck on scattering IT programs without added value to the business.

Hard Selling in Social Media

Hard Selling in Social Media is tricky because of people in social media in friendship mood.  Meanwhile, a covert selling and soft selling approach are not enough to advertise goods and services. Of the thousands of target markets, it is very likely that there are people who are already interested in buying your product. Maybe they do not know us but know our product category, so decided to buy our product because they have known similar products. To people who are already thirsty to buy this, ads that openly selling will not bother them, even meet their needs.

Hard selling ads expect to get people who are already or almost interested. Then encourage them to make a purchase.
What is hard selling? How to create a hard selling ad on facebook?
Hard selling is selling blatantly and pressing. Pressing with the lure, by explaining the bad consequences of not buying, and giving the impression of the scarcity of goods and time.

Hard selling is more frankly what the desired transaction is. For consumers who are ready to buy and do not have a long time, this kind of advertising is suitable.

Fanpage own business contains a combination of smooth promotions and blatant promotions. Paying Facebook ads are still dominated by bright advertisements, not shy ads. (Hmm … the soft-selling ads are so ugly if the name is a shy advertisement if we call a shameless ad it’s good, but the impact, hard selling is not shameless). If we continue to do hard selling in fanpage and in personal status, few people are interested in following us. Even bothered by our presence. If soft selling continues, they can not know that we are selling. Then do not contact us when we need it.

How does hard-selling advertising work? Hard selling ads using AIDA formula completely, unlike soft-selling. Hard selling ads attract Attention, arouse interest by showing problems, generate interest by frightening the risks of not following your offer, or the benefits of following your offer, and action suggestions, what to do next, whether click basket, link Whatsapp or fill out the form.
There is a problem with the solicitation. The ads are very much outstanding. All invited to buy the product. Viewers read view and watch ads with suspicious thoughts and rejections.

 

List Of Social Media Post Content That Push Engagement

Engagement and relationship with customers is an important aspect to sustain business development.  Because it has several benefits. It can make a better fit between product and demand. It builds awareness and consideration to your brand.

Here list of post content on social media that trigger engagement. Then you can add your products as one of an actor in the story. That is soft selling method in social media.

Live Video (Live Video)

In the latest Facebook algorithm, facebook priority posts that build meaningful interaction. The live video broadcast brings meaningful because there is direct interaction, not just words and pictures but there are faces.
What is it?  Talk what’s in there. Is the ad unobtrusively alive? Generally, people on facebook want to communicate with friends, about useful information and entertainment. You can fill it with articles submitted directly via Facebook video.

Checklist / Template

The product is usually part of a larger program for the customer, maybe it’s a picnic, setting up a house, preparing a committee event. Providing checklists and templates can be material for covert promotions.

Discounts

We can give discounts to the viewers. With that discount, we can ask them to fill out their identity form, email, and phone.

Competition and Gifts

Competition on fanpage can provoke audience engagement for click thumbs, comments, tag friends and share. So the facebook algorithm fooled consider the posting is an issue that concerns many people and deserves to be distributed to the newsfeed.
There are several competitions that can be done. Competition with a gift for a winner. People who want to joint competition has to comments, tag and share thumbs. Competition create status with links from fanpage post, race make an interesting comment, race make photo title, race to get input, race fill point, race answer question.

The effectiveness of this method depends on the effectiveness of facebook algorithm detecting this sort of thing.

Interesting Facts

Facts about statistics, funny facts can be a comforting thing and help them respond to something for the development of their lives. Interesting facts can be about the raw materials you use in your product, or about the production process. If fanpage about coffee, make interesting facts about coffee. That’s an example. It does not have to be about that, it could be about the customer segment situation. About the city situation. About the child’s situation. About health.

Comment on the friend’s status

For personal accounts, not fanpages, comments on the status of friends will increase the chance of occurrence of our status on his status. Non-spam comments create closeness and understanding of the needs of the viewers. Which gives the opportunity of the Facebook algorithm.

Behind the scenes

The stories about the production behind can be an interesting story as well as a promotional charge. There are stories about business struggles, inventions, and inspirations that intrigue the customer segment.

Answering customer questions

Their question could be material for the status post on fanpage. This post signifies their attention. If they are called in their identities, including the question, they certainly feel particularly cared for,

Share viral status

Viral and widespread content in social media has the potential to lure engagement to your status and fanpage. If that status can be associated with the product you have. If the spice peanut sauce, ya looking for viral status about diet. New dietary methods usually tend to be viral, especially the method is better than before. For example, no need to feel hungry, no need to feel weakness and weakness of another previous diet.

If you are looking for viral posts, there are some webs that provide an updated list of buzzsumo.com.

Easy Question as Soft Selling in Social Media

Easy Question as Soft Selling in Social Media. Easy questions trigger audience engagement to answer. Questions that everyone can answer. Someone thought it was a silly question. The problem is, if the question is difficult, even less provoke people to answer. Their answer is important to signal to Facebook that meaningful conversation takes place and Facebook needs to push that status into more newsfeed and more comments will be made.

What are the benefits of these questions? The benefit is that if they comment on the status-easy status, your status will be prioritized to appear on their newsfeed.

Easy Question and Facebook Algorithm

This strategy is outsmarted the Facebook algorithm. This year right, Facebook will be more prioritize meaningful conversation. The priority is translated into programming languages, such as the status that provokes comments with the number of words that many will be prioritized in the newsfeed.

Maybe in the future, this is no longer effective. Currently, facebook detects short comments. We can still create a status that provokes long comments for instance.
What are the 3 most useful things on facebook?
What is your first job?
What is your breakfast menu?
What time do you go to the office?
Why are you shopping online?

What color of clothes do you like?
What’s the scariest horror movie?
What do you think about our products?

And many more easy questions. This easy question is suitable for submitting on personal status, fan page, group.

The question can be delivered in quiz form. The quiz provoked high involvement. 8 of the 10 most distributed articles are quizzes. With quizzes, people will be stirred to declare who he is and perform in public. With quizzes, people can convey their tastes, attitudes, and achievements.

The quiz has a viral tendency because the quiz contest will like to share it with the intention of expressing his attitude, and his attitude has a supporter so there is no fear of ridicule of his friend.

Easy Question as Soft Selling look fool, but effective to trigger engagement in social media.