Shift Gear, Reverse Polarity

April 21, 2011

Social media is a common tool in the world of marketing and advertising these days, such are the popularity of networking sites. Typically, when we think of using a social networking website to advertise a brand we might think of setting up a page on Facebook, or a profile on Twitter, and telling the world how great our product is. Recently though there’s been a growing realisation that to simply reverse the polarity of this idea can lead to impressive results in a company’s sales. Switching the way that information flows between an advertisor and a consumer empowers a product through endorsement, which, of course, is no new thing, but in a digital age where speed means everything, this is a thoroughly modern and powerful way to get your product or idea out there. Look about and you’ll see that real people’s  endorsements (or to the young whipper snapper’s ears tweets) are all over the digital world, telling you of a product’s worth.

Essentially adverts are being informed by the social rather than informing the social. Why? Simple:

1. Appreciation – people like being listened to.

2. Endorsement – people believe things others say.

3. The Fame Game – people will engage with the brand to acquire fame.

4. Experimentation – this modern form can be done, therefore should be tried.

5. Cut-Through – like social tv it brings a brand real time relevance.

6. Media Design – It reflects how people are consuming media.

7. Solutions Not Propositions – Increasingly, marketing works through the process of telling people about a problem solved rather than telling people how they themselves can solve a problem. Therefore to highlight people’s ever changing thoughts of your product in your digital advertising means that you can continually remind people of what your product can, and importantly has solved. An important vantage point to hold.

For a slightly more visual interpretation of this idea follow the link:

Best Wishes,



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