"Hi, I'm Jen Aniston and I'm here to talk to you about SmartWater. But in this day in age, apparently, I can't just do that. Can I? I can't just tell you that Smart Water is the smartest, best tasting water that's out there. I have to make a video apparently that turns into a virus" (aka "viral").
Just like we're telling you that a static website will no longer convert consumers into customers like it used to 5 years ago, nor will traditional ads convert consumers into customers like they used to. The days of broadcasting your own awesomeness through print ads, TV commercials and radio spots to grab attention just won't work they way they used to. Don't believe it - just watch SmartWater's viral video hopeful featuring Jen Aniston. They clearly get the way consumers are engaging and interacting with brands. They get that we no longer want to be bombarded with your own thoughts of how awesome you are. We want original, engaging and creative content that begs us to share, tweet and like it.
Traditional advertising relies on getting prospects to stop what they are doing and pay attention to your message. But the web allows you to shake up this traditional way of gaining consumer attention. Stop shouting your message at us and create a message that we'll want to share. A message we'll want to engage in. Create a message we feel compelled to share with our friends and family who, in turn, will also mostly likely pass it on to who they know.
- Advertising is no longer a one-way message from you to us (the consumer).
- Advertising is no longer exclusively about selling your products or services.
- Advertising is no longer about limited lifespan ads.
- Advertising and PR are no longer separate disciplines.
Like SmartWater, you have to create great content. Content that begs your consumers to share it, like it, tweet it and most of all advertise your brand for you!
What type of content have you created that has been shared, liked and tweeted?