As landscape of online media evolves, so must those cultivating product awareness
San Francisco, CA -- (SBWIRE) -- 10/04/2012 -- Online brand targeting is still a new concept to those in the marketing business. The old standard use to be that pop-ups and the billboard approach would work just fine. However, for the past two to three years, brands are realizing they must find new ways of collaborating with established personalities on YouTube to grab pointed interest in their product.
It was thought that as long as you target a large community, the audience you will gain will grow more quickly. In other words, if you found a high-traffic location, you could set up shop and the sheer number of potential customers would equal a useful rate of interest. That notion has turned out to be a false one.
For instance, the NYTimes.com boasts quality content and runs what is known as “blue chip” advertising. Thus while the site does cater by giving the ability to read quick blurbs on social media, community engagement is not a top priority.
The new age of spokesperson is here, where in a message ambassador will be plucked from the online masses as an “outside the lines” spokesperson. As long as the target audience has been properly noted as one that will be interested in the product, the investment is well worth the more narrowed audience.
Highly popular and regularly scheduled YouTube programs are being utilized more and more to hock the specific items that fit a company’s demographic.
As a result, brands are beginning to pop up in numerous popular YouTube showcases and shorts. The integration of the products creates a more creative way to integrate their material to a usually callus audience.
YouTube personalities will engage with viewers alongside the brand, and act as sort of a buffer to the sometimes off-put viewers. The AARP recently made such a deal with a Grandparent’s Day Themed video “Call Me Maybe.”
All of this points to an evolution in the way interaction between product and purchaser occurs.
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