The value of hashtags
Customers expect a modern approach to advertising. Digital advertising can leverage evolving technology to provide just-in-time, just-at-the-right-place promotions.
Detaching your company from outdated advertising methods and connecting with your customers in real-time should be a genuine objective for this year. Digital advertising is evolving at the same speed as technology: fast. Social networks, or better, the socialised web, make the market for advertising so exciting: every second millions of potential customers are using the social language for sharing their feelings, opinions, likes. Also, this is happening more and more “on the move”, in streets, park, trains, airports, even airplanes. Do you see the opportunity here?
Old-fashioned marketing campaigns not only are outdated and expire soon, but also do not appeal the new generation of smartphone people any longer. Who bothers reading a magazine and is attracted by an ad there? I’m window shopping on Collins St and have just passed by Burberry, I loved that pair of shoes, any offer for me today?
Customers now expect a different advertising approach, just-in-time, just-at-the-right-place. That’s where the social power comes in place. Very likely, I updated my Facebook status (or twitted or checked-in on Foursquare) “Nice shoes at #burberry on #collins”. See the # sign? That’s the hashtag that links me to the community of millions of other people in the world that are having a similar experience. Hey Mr. Burberry, where are you now when I need you? Send me an offer I can’t refuse, just for the simple reason I tagged you!
According to the social analytics provider Topsy Data, the five most notable Twitter hashtags alone generated upwards of nearly 12 million mentions over the last year. By targeting hashtags, sellers can immediately connect with customers who show interest in their content. Also, a brand can easily identify themselves with an hashtag and let the hashtag spread around the web freely (#olympics as well #london212 were very popular last summer).
Organisations that look to implement these cutting-edge practices are those that are going to reap the benefits from a hugely digital-savvy audience. It’s up to each business whether it wants to grasp this opportunity or stay rooted in archaic advertising and, inevitably, be left behind. When you think about it, it’s a #nobrainer.