The transition from legacy, offline marketing to a more metrics and ROI-focused online marketing approach is well underway. There are examples of this shift all over the place, but one of the true trail blazers is Century21 Real Estate.
Not only have they completely pulled the plug on TV advertising efforts – which is a marketing coup in and of itself – but they are now moving aggressively into emerging social media forays. They’ve partnered with Blog Talk Radio to launch their “C21 Talk Radio” show and recently launched their own online real estate community platform.
Century21 is not alone. It seems like every passing day reveals another big brand shifting their marketing and advertising dollars away from the offline mediums and into a newfangled online campaign. Granted, a lot of these efforts are misguided or poorly timed, but even still, many of them are generating tangible returns.
In the not so far-off future, television will likely go the way of the print industry, replaced by a hybrid that combines traditional “TV Show” formats with the dynamic interactivity of the internet. Then someone will come up with a corny monicker like “intervision” to describe this new interactive medium, and in just a generation or two, children will walk through the halls of a museum and point curiously, asking their parents to explain more about this curious “television” before them.
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{ 4 comments… read them below or add one }
Yes Hugo, It will be very interesting to witness this transition in America. The Television Industry in America still seems to be the leading medium, but hopefully this will change soon! Thanks for sharing the Century21 Real Estate case, very insightful… Cheers.
You’re welcome Bruno…it will be fun to watch (for those already on the “online” side of the fence.
I totally agree – and look forward to the change in the “medium” of TV viewing.. where we can have the choice as to what we want – instead of what they want to push at us.
As a C21 agent I am so happy to be a part of a forward thinking leader of change.
Warmest regards,
Brell
Thanks for the feedback, Brell, and we’re right there with you!