Awareness vs. Credibility
August 31st, 2005
Here’s a duplication of my latest post over on the WOM vs. Advertising group blog:
I’m a WOM believer. We’ve been preaching it for a long time, and it’s great to see this “new” movement happening and be a part of it.
But when it comes to those people that say that traditional marketing and advertising is dying, I don’t completely buy that. I think its effectiveness is dying, but it will always be around - and (gasp) useful to some extent.
How will it be useful? Because when a new product is coming or is launched, mass media is the best way to let people know about it - and start conversations. This is awareness - not credibility. For example, when a new car is going to be launched, like the Pontiac Solstice� we see images of the new car everywhere. Yes probably too many places, but those images on the TV, billboards, etc, spark conversations. “Hey, have you see that new roadster that Pontiac is coming out with?” And a conversation will probably ensue about what’s been said about it, etc. So, in this case - and in many other industries - traditional advertising can spark a conversation.
Now take that example, couple it with a smart WOM movement and it’ll be much more effective - even to the point where GM didn’t have to spend as much money on the advertising campaign. Yes, just seeing them on the road will start conversations, but putting it on your TV screen gets the awareness part of it going faster. Not the credibility.
Like I said, I’m a WOM believer. But the idea that traditional advertising is becoming extinct is something I don’t necessarily agree with. It will, however, have to evolve.
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