Building Brand Identity - New Tools Demand New Methods
Military students often learn of a certain mistake that a commander can make: fighting last year's war with this year's tools. The lesson is that it may
not work to use the newest techniques and technologies as a way to do the same old thing more effectively, when the answer instead might be using
new tools to foster an entirely new approach. The concept holds true in many fields, especially in the discipline of social media marketing.
The Internet and the Web are incredibly powerful tools, enabling high-speed communication and extraordinarily widespread access. Marketers of the
late 80s would have killed for the ability to get their commercials in front of the billions of people who use the Web today. Both technologies have
revolutionized the way people communicate, allowing letters to be sent to hundreds of recipients for pennies and no postage. The viral message has
become one of the most talked about features of the modern age. So why do so many advertisers simply use the Web in the same fashion as
television or radio advertisements?
People aren't always able to see the possibilities in a new technology, for one thing. Yes, this is the age of YouTube and the viral video, but for the
majority of its existence the Web has been accessed through dialup rather than broadband. Apart from attachment-free emails and instant message
texts, communication over the Internet wasn't necessarily any more efficient than television. Large video or even audio files were not something that
could be downloaded quickly, so the Web was simply not prepared for advertisers to try out their entirely new visions.
Of course, now that broadband is widely available and increasing in speed all the time, this has all changed. Videos can be downloaded in minutes,
and audio podcasts often take mere seconds to acquire. The technology has grown into much more of its potential capability, and the time has come
to pioneer new methods for dealing with it. To do so, advertisers and marketers n