Compare the Meerkat. Possibly one of the most successful social media campaigns (at least in the UK), ever. This got me thinking – was it as successful as it was due to the fact that it was integrated with a TV/offline campaign. This then got me thinking further…is social media at its best when used as part of an offline campaign rather than a digital one? Does it just create repetition when using social media on top of other established digital channels?
It is well established that the more a consumer sees a brand name/product then the larger the share of mind of that product. If the brand or product has a larger share of mind then then the consumer is more willing to act upon this (sign up/purchase etc). A TV advert that leads people online provides deeper interaction.
So does Social Media marketing work better as part of an offline campaign that online?
social media blog