Social media lacks brand credentials

Ad breaks: Best option for brands?
Ad breaks: Best option for brands?

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

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now