by Tony Fannin, president, BE Branded
This year’s Super Bowl was entertaining and competitive. It had drama, risky calls, unexpected players that rise up. And that’s just the ads. From Focus on the Family spot (risky calls), Planned Parenthood’s response ad (drama), and Google’s spot (unexpected players). The Super Bowl advertisers compete every year against each other to garner their share of buzz and to extend their effect long after the big game. As I’ve stated in my previous blog, advertisers who really connect with their customers still get excellent ROI before, during, and after the game.
I know you’ll be able to read dozens of reviews and polls about the top spots, so I want to focus on the new entrant, Google. I find this interesting for several reasons.
• Google busts the myth of “you only need to be online” – There’s no doubt that online has changed marketing and advertising for good, and I believe, for the better. But, to say that traditional media is dead, I think, you’re doing what many claim traditional media is doing; walking around with blinders on. Large advertisers go where the masses are. Those who want to be large would like to go where the masses are. The audience is still with media with mass reach, regardless if it’s traditional, new, social, or any other media. Google was on TV and they were advertising their main product, Search. I believe Google is smart in how they go about business. Even they understand, to increase reach, they need to be on a mass media, even if it is traditional.
• Google is becoming a media company – Yes, their core product is search, but Google wants to be a media company. Interestingly, they make their money just like their traditional counterparts, advertising. Google has always advertised offline, but it was limited to B2B. Now, they are getting into mass media (Droid) and content generation (their attempt to buy YELP) and their pursuit to successfully monetize YouTube.
• Integrated marketing is critical – In today’s marketing landscape, it’s not “either or”. You need integration of your online and your offline. Google apparently realizes this. I get postcards (direct mail of all things) promoting Droid. I see TV ads on the Super Bowl advertising search. I watch Droid promotional videos on YouTube. I see Google’s logo on many sites where they co-op. These ideas are not brand new. For example, Co-op is a traditional media tactic developed a long time ago. It just found a different home online.
The main point of this writing is that marketers need to not put blinders on themselves believing that if it’s not online, it’s not worth doing. Trust me, there are plenty electronic wastelands where you can buy ads, banners, keywords, etc. and still not get the ROI you expected. Our internet expert has said there are many businesses who have gone bankrupt giving money to Google on their Adwords program without getting the sales they thought would come through.
I’m a big fan of go where your customers go. Be where your clients are. The form of the media is irrelevant, but your brand and message must be.