Speakers’ Corner: ‘Narrowcasting’ for marketeers


If Facebook was a country, it would be the third largest country in the world, in population terms.

YouTube users range between 18 and 55 years of age, 51 per cent of which use it weekly or more often. And, Twitter is fast becoming another powerful source of entertainment and information.

Social networking is changing the way people live their lives – we log into Facebook and Twitter and share our thoughts with friends. Handset manufacturers were quick to respond by developing applications and integrating social networking tools into their handsets.

There are several handsets on the market claiming to be the device of choice for social networking, and why is this? Because social networking is incredibly popular.

When you think about the amount of people who have access to the internet and use Twitter and Facebook, you can see that there is great potential for marketeers. You do not alienate people by marketing on social networking sites because it is far reaching.

The social networking generation has changed the way marketing is formulated. Good marketing today is about having a conversation at the right place and the right time with the right audience. The conversation needs to be relevant to the person you’re talking to.

Broadcasting a message to 60 million people no longer appeals to many people – the message may not appeal to all. People are increasingly interested in marketing that is specific to them – in other words, ‘narrowcasting’ is becoming more relevant in today’s market.

Social networking marketing can be done in many ways. For example, a YouTube clip of a character, a social networking ‘group’ marketing the brand or tweet updates are all new ways of interacting with customers. It’s about engaging with people on a one-to-one basis and not to a mass audience.

Take a few of our YouTube campaigns, for example, “secret Droid unlock code”. There are a number of spoof clips of Motorola Droid customers using applications. Each clip has received around 200,000 hits.

Full article in Moble News issue 464 (May 24, 2010).

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