The social media firestorm ignited by the decision by more than 100 sponsors to pull their ads for Rush Limbaugh’s radio talk show has finally begun to burn out. After an action-packed few weeks that brands like the usually-quiet ProFlowers and Sleep Number Beds shot to the top of Media Logic’s Retail Social Juice Index, scores have started to normalize.
As recently as just two years ago we were all okay being marketed to. Passively. And in nothing like real-time. No longer. Technological changes, specifically in mobile devices and social media, have driven a rapid evolution of our marketing culture. Today, in addition to up-to-the-second information, consumers expect sincere two-way communication between themselves and the businesses and organizations with which they would like to have relationships. Owned media – websites, social sites, stores, etc. – must now take the strategic point, ahead of traditional advertising and public relations, in branding and promotions. It’s all very exciting. But the time and resource demands of real-time engagement through owned media is stressing – and often breaking – established marketing budgets, protocols … and relationships. To meet the challenges and take advantage of the incredible communication opportunities now available, Media Logic created Zeitgeist & Coffee, a real-time marketing collaboration and management platform.