Image: Chasing a quick win?It sometimes seems as if marketing has attention deficit disorder (ADD). Too easily distracted, too fidgety to focus on something that takes time – more than, say, a quarter…So very often, what marketers want from social media is a quick win: an attention spike, a traffic surge. Whether its Likes, viral videos or websites falling over with demand, the obsession is too often with the big, instant win, the now when the deepest value and the most opportunities are to be found in the near and far.At Brilliant Noise we talk about cumulative value a lot, the investment in content and social media systems and networks that can build community, loyalty, advocacy and sustainable, repeatable success.Adam Tinworth notes that when he live-blogged a Facebook conference for Liberate Media he categorised all of the case studies as either “stunts” or “relationship building”. Citing another lovely piece by David Armano, which argues for a behaviour-not-platforms focus in marketing, he says:
Stunts work well in the early stages of a new technology’s life, but once the noise and engagement levels go up, it gets harder and harder to get attention with that sort of behaviour.People who rely on stunts will always be rushing to the Next Big Thing, and abandoning other things as the become more challenging. But the people who reap most benefit from the evolving digital space will be those who use long-term investment in building relationships and value on current platforms to springboard success in the emerging ones.
You have to have both types of activity in a social media programme, but the bias should always be to the longer term, to stuff that is going to have legacy, lasting value.Perhaps the stunts or quick wins are often there to distract the ADD-afflicted marketers while we build for he longer term…
Manage Cookie Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.