This morning I had a thought as to how brands can leverage some of the platforms across all of these different ecosystems. One of the things that I have learned, based purely off of experience and practicing what I preach, is being able to build a brand inside of these ecosystems. When you look at social, those platforms are the best way for you to build your brand regardless of if you are just starting out or have been in business for decades.
On these platforms, there is no way that you can go in there and think that what you did five or ten years ago with traditional will give you the same brand recognition on those platforms. You have to go at it like nobody knows who you are… because they don’t.
It’s kind of like what Gary Vee’s book Jab Jab Right Hook says. Can you sell a product on these platforms? Absolutely. I believe you should. But not every single post should be about you trying to sell something to someone. You are actually talking to another human being. This is an interaction and a networking opportunity for you. Once you establish that connection with your consumer, then you have the ability to target them. You can use that same methodology; jab with social and give them a right hook programmatically.
A lot of people don’t understand that you can use programmatic strategically as an overall capability to leverage so much of your marketing and your strategy. Because so many people get lost in just two platforms, or maybe they hate programmatic. Gary Vee is not a fan of programmatic, but he talks about doing a Google search and hours or days later you go on youtube and see an ad for what you searched previously. That is a form of programmatic. When you think about it, you are actually telling Google what you want to see. You put yourself in an auction environment inside that ecosystem. You are telling the market what kind of product you want to see and what you are interested in buying.
Being able to do that is a form of programmatic regardless of what you think. It is extremely important for brands right now to use social as a way to tell a story. If you can’t tell a story, and you are just going to rely on the traditional media you have used for the past 50 years, you won’t get any engagement or new business. You need to be able to appeal to a younger generation; someone who is actually using these platforms. You need to give them a reason to buy your products and tell them a story that makes them feel comfortable as if your product is the right one for them at that particular time. If all you are going to do is sell, sell, sell… you are going to lose.