What will Social Media 2014 bring us?
One thing for sure, it will bring us a whole bunch of experts that say they have the secret formula. From my vantage point some will have a formula and some won’t. Any formula that a marketer relies on will fail if it is not based on Eso-Merit Marketing principles. These principles hold the mission and intention of the company as the source for prospect and client engagement.
It is important, across all industries, for the marketing to deliver the message of the company in a truthful way. This has not been the case in some iconic products of the past. The cigarette industry is a glaring example.
Evidence indicates that senior scientists and executives within the cigarette industry knew about the cancer risks of smoking as early as the 1940’s. They were also aware that smoking could cause lung cancer by the mid 1950’s. What has happened since is well documented. The results have been analyzed in many ways. However, once the data was known, the company could no longer truthfully market their product as something safe. This Viceroy commercial from the late 1950’s highlights the change to filters in the construction of cigarettes. This had taken place to mitigate the negative health publicity. Yet the advertising is focused on taste and smoothness.
The bottom line is that the marketing of social media 2014 must have on honest voice. Experts can create anticipation and deliver visits with false promises and deception, but the gain will be short lived. The truth and diligence of Eso-Merit Marketing will prove to be a better bargain with long term results.
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