The #1 problem with using the word 'social media' (how to avoid losing the marketing race)

The #1 problem with using the word 'social media' (how to avoid losing the marketing race)

The internet is about 25 years old. Facebook is nearly a teenager. At age 11, YouTube is not too far behind. At 4 years, Instagram is walking and talking with confidence. 

These are not the new kids on the block. 

These kids are the block

Commanding an audience in the billions and winning the contest for our attention, for today’s millenials, the mediums that are the block have already replaced traditional media. 

Traditional media is scrambling for relevancy and is in catch-up mode to regain market share and declining audiences.

Every day I have conversations with the millenials around media and marketing. 

On the subject of TV, the millennial conversation goes like this: 

Me – what TV do you watch?

Millenial – huh? 

Me – you don’t watch TV? 

Millenial – nope, it’s boring. I watch YouTube. 

Marketers should go where the attention goes

Today’s marketers must embrace all channels. And getting the attention of the multi device using millenials is exciting and challenging. 

Ryan Deiss reshapes the modern marketer definition: 

"You are a marketer. You are in the business of aggregating attention." 

The day must come when we stop calling it social media. The new media of now is a different landscape. It has already shifted. Users are now multi-device, increasingly mobile and multi-medium. 

Too many marketers treat traditional media and social media as two separate beings. 

This is a mistake. 

It’s attention 

It's time to market accordingly, because the two have already been in bed with each other for a long time.

Gary Vaynerchuk. Image credit - Link media-cdn.timesfreepress.com 

Gary Vaynerchuk. Image credit - Link media-cdn.timesfreepress.com 

Gary Vaynerchuk stresses that attention is the asset:

“We’re not social. We’re not digital. We’re attention.” 

In his address at Business Armageddon in Sydney, Vaynerchuk adds, "there's no such thing as social media."

In conclusion

Embrace where attention is now - the kids on the block. Focus on the mediums with attention. Walk away from the mediums which are losing attention. 

As John Maynard Keynes said, “the difficulty lies not so much in developing new ideas as in escaping from old ones.”

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