Digital Marketing is the IN thing to do right now. A lot brands and companies started embracing digital after their competitors started embracing it. It’s a little bit ironic since digital is the IN thing to do yet everybody waits for results from competitors.
But that’s not my focus. The thing is, though there are a lot of digital initiatives sprouting here and there, only a few manage to get thru the DIP. If you haven’t read The Dip by Seth Godin, I suggest you do.
As brands, companies and individuals are rushing in to put their digital initiatives in the net, they also rush planning. Try browsing Facebook Fan Pages. How many brands have you seen so far? How many of them are continuously engaging? How many of them suddenly died?
Even for big brands, their digital initiative are somehow similar to how a tornado forms. Starts strong and big then suddenly disappear.
Starts Strong and Big
Brands put one big effort to launch a digital initiative set for X number of weeks or months. From a nice micro site, Facebook fan page and banners, name it and they have it. Obsession with statistics starts and everyone is expecting large numbers from participation to engagement
And after the campaign period, they just let it die. After inviting all those people to participate and join their initiative, out of a sudden, silence. No Facebook Fan Page status update, micro site content doesn’t get updated, you hear no one from the brand. Similar to a bubble, it bursts and disappears.
The Bubble Effect
It happens when you forget to develop a long-term engagement and content plan as soon as your digital initiative kicks in. If a campaign is not working, trash it and create a new one. If campaigns are meant to go viral, they will go viral and once they do, start planning for the long term.
The problem with some brands is that every time they launch something, they want it big and flashy, complete with the works. It doesn’t always have to be that way. But that’s just me.
Now, let’s here it from you guys. Would really love to hear what’s inside your head.
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