The criticism of social media by Mark Ritson (MW last week) was right on the button, particularly with reference to its ability to convince consumers to buy into the brand. The evidence is there to see as he points out.
Having become an expert over the years at signing cheques for various advertising agencies, without becoming as expert in choosing them, each one promising to maximise my brand’s exposure (usually without guarantee of any sales or profitability increase) the social media claims are mainly mythical.
To put it somewhat less eloquently than Mr Ritson: if you want your brand to grow substantially you have to smack the consumer between the eyes during the break in The X-Factor or Coronation Street.
Mike GanleyManaging director
Sales & Marketing Training and Development