The Evolution of Marketing and the Power of Social Media
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 18 September 2024
⏱️ 25 minutes
🧾️ Download transcript
Summary
Today's video is an interview I had with Jasper Mulder from Adformatie. I share my marketing thesis, drawing parallels between social media and the local newspapers and radio in the 1950s and 60s. I emphasize the importance of leveraging data to create stronger campaigns and mitigate risk. I also share my approach to consumer segmentation, which involves a blend of first-party data from clients and qualitative data from social listening to warn brands about the potential pitfalls of social media marketing, and offers advice on how to use it effectively. I hope you enjoy!
Transcript
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| 0:00.0 | Do you know what my thesis is built on? |
| 0:01.8 | 1950s and 60s marketing. |
| 0:03.8 | The biggest brands in the world |
| 0:05.0 | ran a lot of newspaper locally |
| 0:07.1 | and the creative in the newspaper was contextual to the market |
| 0:10.4 | they were running the newspaper for. |
| 0:11.8 | And then they would run a national campaign based on what they were running the newspaper for. And then they would run a national campaign |
| 0:14.2 | based on what they were doing in the newspapers. |
| 0:16.1 | All I'm doing is treating social media |
| 0:18.6 | like local newspapers and like local radio, |
| 0:20.8 | but I have better data than they did back then, |
| 0:23.0 | which then makes our campaign work much stronger |
| 0:25.2 | because we've mitigated the risk |
| 0:26.6 | because we've gotten a consumer affirmation. |
| 0:28.6 | And in the last three years, |
| 0:29.8 | social media has gotten such strong algorithms |
| 0:32.0 | because of Tik-Tok now everyone that I have |
| 0:33.8 | really clean data. I think there's a lot of great things about the ad world but I |
| 0:37.4 | think the elephant in the room is a list of things. One I think creative is too expensive I also think the process of getting I believe that |
| 0:47.7 | creativity in the idea is the variable of success yeah I believe the process and getting to that idea is vulnerable in a |
| 0:56.1 | 2023 world. I think we continue in Adland to act as if the internet doesn't exist. |
| 1:05.1 | And so I think there are brilliant strategists. |
... |
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