Social Media Marketing and Convergence

Written on
Dec 26, 2008 
Edward Barrera  |

convention2.jpgADOTAS — Some predictions from Patrick Lopez, CMO of Vantrix, and Michael Lazerow, CEO, Buddy Media.

Lopez: “2009 will be the year of convergence: The promise of next generation networks lies in rich multimedia services that can be delivered across three screens.

The mobile content landscape is changing rapidly and carriers are trying to keep pace, deliver value-added services to customers and find new ways to monetize content and services (most notably through mobile advertising). With so many forces in play, the most successful network providers will be those that are able to extract increased revenue by offering a blended multimedia experience such as a mix of mobile video, mobile TV, video on-demand and user-generated multimedia content. They must shift their attention to a convergence strategy, focusing on delivering multimedia content across technologies and devices with very high levels of viewing quality. Creating an ecosystem of services delivering a seamless user experience on PC, mobile and TV screens will be the key differentiator and catalyst of incremental revenue generation. A blended multimedia experience will be greater than the sum of its parts.”

Lazerow: “Social media marketing is coming to a head. Despite the noise, marketers can no longer ignore the 500 million people globally who are on social networks. 2009 will be the breakthrough year in which agencies and brands identify tactics that work to engage people on the social networks. With the launch of VivaKi’s REAL Social Suite and other organized efforts by agencies to explore and supercharge social advertising, brands will be lead to into social for the first time, or expand their social marketing efforts if they are currently in market. Specific tactics that will work include socially activated ads where brands find ways to scale digital word of mouth marketing and branded apps that engage users in a way not possible without the social networks.”

– Express your opinion, comment below.

Edward is the former editor of Adotas.

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Before that, he was metro editor and city editor for the San Gabriel Valley Newspaper Group, where he was in charge of local news. Besides managing daily content, including multimedia, he oversaw investigative stories. He also led a team in revamping the group's website.

Before that, he was a reporter and blogger, covering business, politics and government for newspapers in New York and California.

Reader Comments.

You have hit the proverbial nail on the head. As a social media marketer(20+ years of traditional marketing) I am truly excited about the marketing opportunities available to us through the great tools found on the Web. Social media IS the player in marketing and if businesses aren’t getting into the game they will get passed by.

Traditional marketing will be dead in 10 years.

Tony Estigoy

Posted by Tony Estigoy | 4:25 pm on December 26, 2008.

I was nodding through the whole of the above until your last sentence:

“Specific tactics that will work include socially activated ads where brands find ways to scale digital word of mouth marketing and branded apps that engage users in a way not possible without the social networks.”

You have it backward. Customers are already engaged. The companies and their brands are not engaged, so the goal is for companies to engage users.

Posted by Ari Herzog | 12:50 am on December 27, 2008.

Also in total agreement but lest not forget that we’re talking about MARKETING as opposed to just ADVERTISING. Brands that seek to explore the full spectrum of what is possible (staff recruitment, evangelist harnessing & development, crowdsourced ideation, info delivery, customer service/retention, etc) via social networks and social media at large will win, those that don’t… well their examples are littered all over the web. That’s my .02

Happy Marketing in 2009!

Posted by Fritz Désir | 7:19 am on December 30, 2008.

Any thoughts on Vzillion?

Posted by Deborah Johnson | 8:24 am on December 30, 2008.

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