Internet: The New Super Bowl of Marketing

www.jeffkorhan.com

The Super Bowl is an annual ritual that captures the attention of millions.

This blend of entertainment is an orchestrated process of marketing the game itself, half-time show, and of course, the line-up of television advertising spots.

This massive stage has elevated advertising to a celebrated art form, but is it still relevant?

For brands and their media partners, Super Bowl ads offer the opportunity for influencing a massive, global audience. However, so does the Internet.

It’s a New Ball Game

We are witnessing the dawn of a new era in which brand awareness is created in new ways that are within the reach of nearly every business, large or small.  It’s a new ball game.

This year you will not see the little E*Trade baby promoting its brand, because the company has ended its 7 year marketing relationship with this platform. According to its Sr. VP of Branding, E*Trade is reallocating its resources to better target their audience of key prospects and customers.

How about you?

Is your business reallocating marketing resources to ensure its future relevancy?

Build Your Own Super Bowl

Brands invest considerable resources into those Super Bowl ads, and they can achieve measurable results. The problem is they receive little residual value, having to then show up next year to do it again, often at a higher price.

Marking the 30 year anniversary of a watershed moment, the iconic Apple 1984 Super Bowl commercial is being celebrated as the greatest Super Bowl commercial of all time. This was clearly the right medium for Apple to reach a massive audience to promote the launch of the Macintosh.

Yet, in these Internet days anyone can reach a massive audience, and certainly Apple and other giant brands are capable of doing that on their own. This is the opportunity for Apple, eTrade, and mainstream small businesses like yours and mine.

If your business is going to invest the resources to create high quality media, should it not also use a platform where it can manage, control, and literally own that media forever?

What’s interesting is it is actually easier for people than businesses to build an audience today, at least for small businesses. This says something about the future of brands.

Brands are now personal, and they will favor platforms that amplify those qualities.

If your brand is your promise, isn’t that promise more powerful when it is personal?

This is why businesses are smartly using content marketing and social media to engage their audience by helping them, answering questions, and otherwise solving their most relevant problems.

Now You Are The Media

In addition to building their own audience, brands are recognizing that advertising and marketing as we know it are changing. The truth is we probably shouldn’t even call this marketing.

Content marketing is a means for using media, especially social media, to help your customers, thereby attracting a larger following that can ideally benefit from your products and services.

Content marketing is giving your customers what they want, and in many circumstances, what they need but do not even know they want.

Is that marketing?

The truth is this works, and that is why businesses large and small are creating useful content so that they can also package an advertising message within it too.

Content is an investment that has staying power, especially if there is a timeless aspect to it. It is the rare commercial such as Apple 1984 that earns that quality.

Stop Marketing and Create Media

Marketing these days is a new game. In fact, many of us are wondering if we should be calling it marketing any more – or maybe we just need a new definition of marketing.

Unlike traditional Super Bowl marketing, content that lives on the web has the potential to achieve a greater reach over time. So, think of your blog as a syndicated television series of content that gets replayed for years to come.

Your content marketing is the show.

The Internet is the Super Bowl.

Any questions?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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Comments

  1. The problem Jeff, is that most people can’t write an email, let alone viable content. That of course doesn’t stop some people from building a business. Case in point Gary Vaynerchuk. He carries on with enthusiastically and has built a huge business on some of the worst writing to which I’ve ever been exposed.

    Hiring and creating this content is not quite the same thing as being in the trenches and creating it yourself. Most great content curators are reasonably decent writers or editors themeselves.

    • Thanks for your comment Alex.

      I certainly agree with your contention that most people cannot write an email that merits a response. In fact, I recently addressed that here: http://www.jeffkorhan.com/2013/10/write-emails-get-response.html

      In regards to using content to build an audience, you are correct that the solution is not more content, but better. One of my favorite examples is Forbes.com. Did you know they have over 1,200 writers? This partly explains why they quality of the content is marginal at best.

      The Forbes name is what draws people in, but then the delivery falls woefully short. Granted, they have a few good writers, but most are newbies with little practical business experience.

      It’s interesting that you bring up GaryVee because he readily admits he cannot write well. This is why he took to video instead as the primary means for building his audience, and I imagine why he prefers Twitter to all of the other networks.

      Having been in the trenches myself, I have an affinity for those souls that know that difference (even if the masses do not). If you are not familiar with Steven Pressfield, I encourage you to sign up for his down-to-earth writing and honest advice from someone who has been at this for a long time. Go to First Look Access on his site.

      • The danger here is that we are telling small business owners that they need to run as active a propaganda system as large businesses. The so-called business in a box but you have to do your own writing (or send people messages with poor writing or pay for a really gifted writer).

        It’s asking a lot of people. I think really great service and word of mouth goes a long way.

        We’re like Oz, behind our curtains telling small business owners they too should be wizards.

        Not at all sure about this anymore, having helped lots of small businesses make it through the low millions threshold. It’s a lot of time and pain invested. There were opportunities for early arrivals but the internet and content is pretty saturated right now.

        The breakthrough threshold is very high.

        Good service and word of mouth might take you farther than chasing one’s tail with silver tongued marketing at this point.

        Snail mail is already outperforming email again in many markets.

        Opportunity come and go. This one might have left the barn now.

      • Hi again Jeff.

        Your article got me thinking further. I posted some more in-depth thoughts in response to your ideas on super bowl small business internet marketing over on our weblog, along with some crazy fun illustrations.

        Thanks for the thought provoking piece!

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