Question

Topic: Branding

Why Aren't More People Marketing On Blogs?

Posted by Anonymous on 7/26/2004 at 12:23 PM ET 125 Points
Where are teens spending their time? That's the real question. They're not watching as much TV, they're not listening to the radio (ie. MP3 players and free music downloads), they are definitely not reading the paper? So once again I ask where are teens spending their time? They are blogging. They are IM'ing. It's no secret that many teens and young adults spend between 10-15 hours a week on the computer. So where are the advertisers putting their dollars ?? The same place they always have, on television, radio, and in magazines. My questions is simple, why? Most teens spend more time in a day on the computer than they would in an entire month when it comes to reading a magazine? So why aren't more advertisers on-line? I think it's because many media buyers are scared to buy interactive. They don't fully understand it, they've probably made a mistake or two buying interactive in the past, so they say the same things to themselves over and over again, I'm not going to make that mistake again. As if the entire on-line universe consists of the one website that burned that particular media buyer. The truth is, traditional media is becoming an obsolete way to reach a teen audience. Most teens spend more time blogging that watching TV. What's blogging? You think you know, but you really don't. You would need to dedicate a few hours to really understand the phenomenon. Who has a few hours to dedicate to one subject? Why would you bother to learn about this new trend when you already know you can buy three rating points on X television station during X time slots and chieve the frequency you need to make a brand impact.

So my questions is this, why aren't more media buyers marketing on Blogs? In a few years everyone will be marketing on Blogs? Why not educate yourself now and get ahead of the growth curve?
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RESPONSES

  • Posted by Blaine Wilkerson on 7/26/2004 at 12:39 PM Accepted
    For the same reason everyone told Columbus the World was flat. The same reason they said computers would NEVER make a major impact on the world, man would never walk on the moon, etc.

    It's all too new. Not enough data to pounce on it yet.

    I agree that teens and tweens are IMing more than anything right now. But if you have used an IM lately..there isn't much room for advertising except for that little window that pops ups up as soon as you log on (which you click "X" before the image even finishes downloading). If there was more room on IM interfaces for ads, People may do it.

    Also, teens are not the ones with the money. Mom and Dad are. Does advertising to kids cause dramatic begging for "must-have" new cool stuff? Sure. But the teens are not the ones who have to be convinced...the parents do.

    Anyone who wants to be successful had better make time to learn about new trends. It's a necessity dictated by change. Interruptive marketing does not work, regardless of ratings. OK, it works for the few, the strong, but not the new..unless it's equivalent to the cure for cancer! LoL.

    Seriously, I hope you get my point and this helps add some substance to the thread.

    Thank You!
  • Posted by Blaine Wilkerson on 7/26/2004 at 1:40 PM Member
    Like I said, I agree with you about laziness and ignorance...but as JB and I pointed out, the majority of the segment does not have purchasing power...a major consideration.

    Blogging has yet to prove itself...just like any other trend. With the increasing changes in interactive marketing anyway, it will be interesting to see what happens.

    I wish Tim Pepper, Amanda Vega, and Vevolution would chime in. Please send them an email request to reply to your answer. Tell em' I asked for them!

    Thanks!
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