Today was a huge day for me in the sporting world. France had to play one more game, the second leg, against Ireland, to qualify for the World Cup. Since they won the first leg away, 1-0, all they had to do was tie to move on. Unfortunately, they lost in regulation time, bringing it to overtime due to the aggregate scoring system. The unfortunate fact was that I was unable to watch this game, due to class at the same time! Now, I'm naturally a very attentive student, but being left in the dark was killing me! Since I rarely bring my laptop to class, it was iPhone to the rescue! The combination of the ESPN app's live game cast and reading what people were tweeting via Twitterrific, I was able to keep updated on the score and what people were saying about the game they were watching. In the end, France ended up winning off of a controversial goal, prompting angry, explicit tweets from Irish and the anti-French alike. I digress.
Once out of class, I immediately pulled out my iPhone yet again to youtube the controversial goal, no more than an hour of it actually happening. After viewing the clip it hit me- what a wireless, connected world we live in. Over the past months at my current internship, I have really learned to value and utilize today's social media and wirelessness in the advertising realm. I'm constantly reading articles about how we're being affected by it, but rarely do I stop and analyze myself and how my own actions are affected by something so abstract.
To some, being proficient in social media is a symbol to show that they are up to date and contemporary. To others it's a simply a useful tool. I was ending eighth grade when I started my MySpace account. Back then, it was nothing more than a place to basically write public notes and prove that you really were "friends" for every one to see. After all, I was only 14, and all you could do was have 8 pictures, comment on walls, and change the HTML of your page- something I was better at back then than I am now. Besides MySpace being surpassed by Facebook back in 2008, look at the changes that have occurred in just six years. Who would have thought that you would be able to manage ALL of your social networks, order food, or buy movies all from your phone, no wi-fi required. Taking it a step further, the cross-product integration is amazing. Take the app, "Shazam," for example. When a song comes on that sounds familiar, but you can't quite remember the title, or who sings it, "tag" it. Shazam will then find the title, artist and album for you. Not only that, but you're then presented with the options to buy it via the iTunes store, view the artist's discography, tweet about it, post it to your Facebook wall, view it on YouTube or send it as a "postcard" via email.
The affect social media has on the advertising industry is immense. The average American is said to experience over 3,000 impressions every day. For avid Facebook users, the social networking site may contribute a substantial portion to this. Every page you load has a new set of advertisements chosen specifically for you, based on what you have on your page. Even though they all have the same placement and are somewhat uniform, my attention is still grabbed when I see an ad for tickets to the MLS Cup that's being played in Seattle on Sunday (I already have tickets, suckers). The amount of information stored via sites like Facebook is incredible. However, there are others who think outside of the box, when it comes to advertising on Facebook. Ikea did an excellent job in Sweden. Definitely check it out on AdAge's Creativity website.
Some of you may be disappointed, saying to yourselves, "Come on, Laurent- we knew all of this already!" But it's something I think most are conscious of nowdays, but rarely realize how it is actually influencing our actions. I read a recent AdWeek article, which stated that according to Deloitte’s 24th annual Holiday Survey, "seventeen percent of U.S. consumers plan to leverage social media sites to assist in their holiday shopping this year. The majority (60 percent) will do so to seek discounts and sales." Social media for Christmas shopping?! Only a few years ago, this statement would seem ridiculous, but it's becoming the norm. I'll be real- the only reason I didn't do this entire blog from my phone is that my thumbs get tired easily... maybe there's a thumb strengthening app?
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Thank you for an interesting and well thought out posting.
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