WHAT’S your company’s social model? With Internet technology going head to head against conventional advertising, companies now need to look beyond their business model in order to survive. According to Brad Geiser of GeiserMaclang Marketing Communications Inc., companies should see themselves as “social parts of a community and ask first before setting off [their] marketing campaign, ‘What social value can I actually contribute to the community?’” Internet technology has forced brand marketing to personalize what is being offered to consumers, with users of the old economic model being “shoved to the side,” Geiser pointed out. He cited as an example their popular Lola Techie campaign for Bayan, which “gave a face that consumers, not only among the elderly, connected with.”

The Techie Cruz character, a grandmother learning to use the Internet, became so popular that she was able to collect thousands—hundreds of thousands in the case of Facebook—of followers and friends. As a result, subscriptions to Bayan’s DSL line also increased by an unprecedented 700%.

“I’m looking at e-commerce not what it is now but what it will be in the future, which is more about people connecting with each other and with consumers engaging on a personal level,” Geiser stated.

He added that companies should also boost their corporate social responsibility programs and push it as “really a social model and not just advertising stuff.”

With the ongoing fundamental shift in online marketing, “we’d do well by doing good,” Geiser said.

Name

Email

Website

Title

Comment

smaller | bigger

Subscribe via email (registered users only)

I have read and agree to the Terms of Usage.

Add Comment Preview