The Power of New Media
Giving Brands a Louder Voice9.18.12 » Posted by Bailey Brand Consulting |
I recently stumbled across a blog entry by John Gilbert with the provocative title, “Writing Isn’t Like It Used to Be, and That’s a Good Thing.” In his interesting post, Gilbert focuses on the return of brilliant copy to advertising following decades of being trimmed by advertisers catering to shorter attention spans. The “comeback” of the word, he writes, is a result of new media becoming both a challenge and an opportunity. I couldn’t agree more.
I’ve noticed that while the world as a whole still reacts to the visual brand strategies of logos and attention-grabbing images, there is a new movement that seeks written information as a more credible way to make this same connection. Beyond emotion, consumers want detailed information and proof—they want content that is dependable and helpful.
Copywriting has a novel role due, in part, to the emergence and abundance of online mediums. As Gilbert says, this writing renaissance “comes from the need for a high degree of versatility.” Facebook creative surveys, celebrity tweets, blogs, and social media campaigns are valuable examples of how online copywriting has changed the way companies convey their brand messages. And simultaneously, consumers are looking for astute information they can use to make decisions in their everyday lives.
Online copywriting in the forum of social media is driving a correspondence between companies and consumers. Social media has paved a two-way street for companies to speak, as well as gather information from consumers about the attributes they pursue. Businesses no longer tell customers; they now ask customers. New media as an opportunity “enables a brand’s voice to engage in a conversation”—and with the lower cost of production on the web, brands can exploit the limitless space to say far more.
At Bailey, we not only help our clients define and refine their brands, we take full advantage of the unbounded digital universe using a blend of powerful copy, website optimization, and social media to let our clients’ voices be heard. After we developed a digital strategy for Suncast hosereels, we employed promotional emails, giveaways, special web offers, Facebook promotions, and more to successfully grow their community and become the social authority on their product. In each phase, the copywriting worked in harmony with the visual branding strategies, opening new avenues of interaction with the customer.
It’s true that writing isn’t like it used to be. It shouldn’t be. It must keep pace with the times and the needs of our ever-changing world. At Bailey, we are committed to finding new ways to make the written word work for our clients—and ultimately their customers. So in our minds, new media really is a good thing.