Ad Agencies Biggest Challenge With Social Media

Social relevance. Social Media is constantly evolving with meme’s, brand discussions, product rants and raves, funny concepts and ridiculous to the sublime for content. Generated by people as we know. Yet advertising has traditionally been a reflection of society.

Social Media, with so many channels (there’s over 60 different types of Social Networks) and so much happening so fast, it’s increasingly harder for an ad agency or market research agency to keep up. Funny and innovative content on the Web changes so quickly that by the time a creative director finds a clever way to tie in a product to a TV, radio, print or online ad, the concept is stale and the ad flops. No matter which medium it is carried in.

Then an ad appears or some form of campaign, it goes viral and reaches even beyond the original target audience that in effect it has no real effect on product sales as it was intended.

Print advertising as with radio, are still key elements for real marketing. Perhaps more so in one sense. Yet they are challenges for the ad agency who wants to find something of relevance across all mediums, in a timely manner.

Agencies will be under increasing pressure to generate creative concepts ahead of the consumer who is creating the content themselves.

What do you thunk?

(Author: Giles Crouch)