Pubvertising: Social Advertising and Loyalty
In the first iteration of the Web's glory days, all you had to do as a Web marketer was create a landing page or two, slap up a payment option and bring visitors to your page through advertising. More and more however, Web marketers and online advertisers are getting away from this style of immediate appeal and getting involved in the sublime art of "pubvertising."
Bill Wise wrote in MediaPost Search Insider a few weeks ago about the trend of advertisers producing content. Dubbed pubvertising, we're talking about real content - including websites, whitepapers and online video. For example, Pheedo noted that Ford created a microsite around the Detroit auto show and Coca-Cola is hosting a user generated video contest. One of the top-rated Super Bowl advertisements was a user-generated Doritos ad (created for a fraction of the cost of other ad spots). While this isn't necessarily a new phenomenon, it does signal the new face of advertising in social media and why you should be planning your own social media ad campaigns.
The reason this is so appealing to advertisers and marketers of late is because well crafted content creation of any sort - video, text and audio included - will garner links and, over time, improve your results in natural search. However, as I see it, the real reason pubvertising is hot lies in the relationships with customers outside of the "buy, buy, buy" mentality of most online marketers. When consumers can think of a company providing content outside of the buying process alone, loyalty - that elusive measurement in pursuit by all marketers - can be attained.
If you're considering dipping your promotional toes into the waters of pubvertising, know that it will only work when the content is stellar and can be spread easily and quickly.