Cumhacht Fanachta: Cá fhad a mhairfidh tú?

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Each medium you select has its advantages and disadvantages – one of them that's not discussed very often is the staying power of a campaign.

Scríobh Seth faoi Reebok a couple weeks ago and how they have a fully active campaign that they've, unfortunately, abandoned. Derrick Daye nominates the series in the Barr 5 Superbowl is Fearr Fógraí riamh! Téigh go dtí an suíomh, áfach, agus tusa faigh earráid 404.

Today, we logged into one of our vendor tutorials and found that the video no longer matched the upgrades that have been happening to the interface. Instead of leveraging new videos to talk about the changes and why they are so great, the folks learning from the tutorials were left confused. What an unfortunate opportunity for marketing lost! If you've got great features, you should be calling them out in your video!

Ar ais ar phointe… ceann de na rudaí is iontas don fhíseán ná a chumhacht bhuan mar mheán scéalaíochta. Poist bhlag do eventually go out of date. Seasons change, bloggers change their minds, or another blog does a better job and gets the attention. I've seen a couple blog posts from my counterparts where I said, “Hey… I wrote that a month ago!” Guess what? It doesn't matter!

Blog posts don't have the staying power that you might think. Imagine a pile of content… the old content at the bottom stinks. It's old and no one can find it anymore. It's been replaced by new content. Some bloggers like me try to revive old content by referencing it in a post or utilizing breiseáin phoist ghaolmhara. Related posts are the Viagra of blogging. It extends the life of a post a little, but it won't revive it and get it back to the top of the pile.

If we look at other mediums, they've got different degrees of staying power as well. Television has about a 10 second staying power (unless you go back to the days of Johnny Carson and 3 networks). Radio has a few minutes. Daily newspapers have a day. Sunday newspapers might have a week. Websites may last a few months to a year. Blog posts might last a few days to a week. Direct mail lasts the distance between the mailbox and the trash can…

Ach Físeán! Seo é 4 bliana ina dhiaidh sin, agus bímid ag gáire fós Terry Tate, Linebacker Oifige:

Something to keep in mind when you're thinking about Return on Marketing Investment, isn't it?

6 Comments

  1. 1

    Doug, sin an tráchtáil SB is fearr liom riamh. Cé go gcaithfidh mé a admháil rinne mé dearmad gur do Reebok a bhí sé.

  2. 2

    Post iontach WOOOOO !, Aontaím gur meán fada níos faide í an físeán. Ní dhíoltar dom gurb é an físeán sin an tonn nua i ROI Margaíochta áfach. Sílim gur fíorbheagán cuideachtaí a fhaigheann “físeán” agus an méid a thógann sé chun go mairfidh siad… caitheann an iomarca leis mar mheán brú eile ar féidir leo labhairt lena gcustaiméirí. Beidh sé suimiúil a fheiceáil conas a úsáideann cuideachtaí físeáin agus mar a úsáideann tomhaltóirí iad anois go ligeann líonraí leathanbhanda agus sóisialta físeán a scaipeadh níos éasca.

  3. 3

    Tá cúpla fógra tráchtála superbowl roimhe seo ag fanacht le cumhacht liom, is breá liom em. Darned más cuimhin liom rud ar bith níos mó faoi na cruthaitheoirí ná an lógó áfach. / shrug

    Agus na Patriots i gceannas orm cuirim geall go bhfeicimid téama “tírghrá” neamhghnách trom i mbliana agus fógróirí ag súil go ndéanfaidh NE an cluiche mór.

  4. 4

    Cloisim tú os ard agus go soiléir. Mar sin féin, n’fheadar conas a d’éirigh le Shakespeare nó le cuid de na scríbhneoirí móra eile creach na gcéadta bliain a sheasamh. Níl aon fhíseán ann. B’fhéidir nach bhfuil ann ach gur fearr lenár nglúin pictiúir seachas an focal scríofa.
    Cé a fhios?

    • 5

      Toisc go bpéinteálann siad pictiúir le focail chomh maith. Nuair a phéinteálann focail na pictiúrtha, feiceann gach duine - ina n-intinn féin- pictiúr (í) “uathúil”. Nuair a bhíonn tv / scannáin iallach orainn léirmhíniú duine eile a fheiceáil seachas ceann dár gcuid féin a fhoirmiú go nádúrtha.

  5. 6

    Wow, iontach go bhfuil cumhacht fhanachta fós ag an tráchtála sin - níl ann ach diabhal greannmhar!

    @ Alex. Rinne mé dearmad freisin gur le haghaidh Reebok a bhí sé. Cad a deir sé sin?

    Tabhair faoi deara an t-aon earra amháin atá as dáta ar an bhfógra tráchtála? "Glao achair fhada é sin, Doug!" Hmm, ná bí ag smaoineamh gur beart mór é sin níos mó.

    Mar sin féin, fós hilarious.

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