"Can a brand maximize ROI (define) on a major product launch or TV ad campaign without the active assistance of cross-platform "echo effect" tools, such as brand Web sites?" This is the opening question in my most recent ClickZ column entitled "Super Bowl Advertising and Marketing Fusion: Razor's Edge." The answer, I believe, is a big no, and this year's Super Bowl - an event marketers promote as a "word of mouth event" -- missed the mark in a big way on cross-platform marketing, which is essential for driving and nurturing consumer generated media and word of mouth. One example I cite is Gillette Fusion, which fell short of fusing very their expensive Super Bowl ads with a meaningful online "engagement" experience. Note how the website presently reads: "Come Back Soon to Experience It!" This isn't to suggest Gillette TV spots didn't achieve meaningful TV "reach" levels, but rather, that the brand gave short shrift to what Stuart Elliot described in the New York Times last week as the "echo effect." But there were other really obvious misses, including brand search engines firing blanks when users query "Super Bowl Ad." My final takeaway from the ClickZ article is this:
- "TV advertising is hardly dead, but to work in this age of elusive consumer attention, it needs reinforcement, assistance, and, yes, an outlet for engagement. Web sites are a great place to start reengaging and, in the process, drive more fusion with marketing procedures."
Let me end on a more upbeat note. The good news for Gillette Fusion is that the product is just starting to get in the hands of consumers, which means it's well primed for conversation and word-of-mouth. And I'll admit, it's a pretty good product. Better late than never!
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