Virally Gunning for your Attention: Umair Naeem
Friday, February 1, 2008 9:07There is a huge battle going on for gaining the attention of consumers, especially when there is so much clutter around and with so many ‘brands’ harping their bandwagons. Within this scenario, a little thing called Viral Marketing can come in handy and be converged into that thing marketers like to call as ‘360 degree’ communication. Now before all of you switch off and start wondering what I am on about, here’s a quick refresher on what I’m referring to.360 degree communication refers to an integrative marketing/communication campaign that uses many touch points originating from different media to deliver a consistent message to the consumer regarding the particular Brand. And in today’s world, everything is branded; from products that we use, to countries, states, governments and even news or propaganda (or people running in elections).
And the battle that I referred to in the beginning is not just going on in the developed world, it’s part and parcel of the e-Pakistan that you and I are a part of. This is where Viral Marketing comes in and can be hugely exploited in Pakistan. The said term can be best explained if you think about how Word of Mouth can cause news to travel, or how it can be the major reason why a Brand is successful. Now think of a virtual ‘e-Word of Mouth’ that replicates and spreads using various Internet social networks, blogs or popular websites. That is Viral Marketing, and it can be made a huge part of a 360 degree campaign.
How many of you regularly read blogs or visit ‘that’ particular website for news and views? If you’re reading this, than there’s a good chance that you are one of those who do browse around the Internet for information. If you do, you probably are aware of a number of blogs that offer opinion on Telecom services, Sports, Mobile Phones, Media, News and what not. These blogs are often used to Viral Market opinions, and that becomes the ‘e-Word of Mouth’ I referred to earlier.
Internationally, Internet Websites, blogs and social networks are being used more and more extensively to market corporate Brands. Key examples include Dove and Nike; and a TV show called ‘Heroes’ that has made it big. Apart from the TV show website, ‘Heroes’ has web graphic comics available, as well as blogs that key characters update daily and which tie in with happenings in the TV show; and it also has official websites of the fictional companies that are in the show! Imagine the degree of convergence that the viewer feels.
Within Pakistan, there have been attempts to initiate a similar trend for a number of years, but the attempts always end up being stunted. The worry normally revolves around the fact that the majority of Pakistanis do not use the Internet for information gathering purposes. The irony is that those that do, are more often than not the very niche that most corporate Brands want to target. Recently though, telecom companies have began to advertise on IM software; while websites such as http://www.veet.com.pk and www.commandersafeguard.com have tried to create a culture of Branding using the Internet. There have also been the examples of certain bands and TV channels creating Facebook groups for themselves, and using that platform to spread their message.
The key that the ‘idea men’ need to remember, is that there needs to be originality, flexibility and fluidity in these websites and blogs on a day to day basis, so that the users actually feel compelled to visit these domains regularly. Unfortunately, the trend more often with us revolves around the creation of a website and much hullabaloo, but no regular updating of the content. We are media savvy and we are definitely ready for Viral Marketing, so give us the content that we crave.
I’ll end this week’s column with my ‘Rant of the Week’. This week, it goes out to Samaa TV, for the wonderful idea of having shows without credits. It makes the experience of watching a News channel truly unique, when you have no idea when a show has finished and what’s coming next. Oh yeah, and what if you catch the show in the middle and want to know at the end who the host or guest or producer or director was?! Should we believe that it’s all done by MAGIC ELVES? And while I’m on the subject of TV channels, a number of them including Samaa, Express News and many more should go back and read what I have written earlier about 360 degree communication and GET THEIR WEBSITES UP. Not everyone who wants news can only WATCH TV. Some actually do use the Internet, and in the 21st Century, it’s part and parcel of a media outlet to have a Website in place.
But enough ranting.
Stay safe and see you next week.
