“Twitter Sucks” For Brand Engagement: Mark Ritson

Mark Ritson, Marketing professor and award winning columnist, speaking at National Radio Conference 2016
SHARE
THIS



Marketing professor and award-winning columnist Mark Ritson was at his provocative best at this year’s National Radio Conference, bringing social media down a couple of pegs and providing some words of wisdom on how the radio industry should prepare for the threat of digital media in 2017.

Ritson began his presentation by noting that “Twitter sucks” when brands use it to try and engage customers (B&T offered Twitter the right of reply to this comment but declined).

“It’s not as impressive as we’ve been led to believe in the media,” he said.

“I think social media is a social media. I think for me and you, it’s a tremendous medium, [but] I think when brands get involved it’s a very bad fit.

According to research commissioned by Ritson and conducted by the Online Research Unit,  64 per cent of Aussies don’t follow any brands on social media.

“Social media has been built up so big in Australia that we overstate it to some degree, but perception is reality when you’re dealing with advertising budgets and marketers,” he said.

In contrast, Ritson said radio has always been – and remains – a medium designed for brands.

“It’s DNA is interlinked with brands, with sponsorships, and with consumers to some degree welcoming brands into the radio medium,” he said.

“Radio is a vibrant and successful social medium, but it’s not being sold as well as it could be against what’s frankly this gigantic force of bullshit that represents digital.

“When the tsunami of digital bullshit which is digital video properly crashes into the shores of Australia, radio – like all the other non-digital mediums – will find itself in a tsunami of nonsense – a tsunami of numbers which will befuddle and entrance clients.”

Ritson urged the radio industry to get out of the silo of being seen as traditional and not digital, or risk being in the same amount of trouble as TV and newspapers.

“You know how this narrative plays out,” he said.

“The new age of digital marketing sets up a dynamic where digital is awesome – maximum people, immediate communication, versatile – and traditional media like radio is just shit, basically – limited audience, bad signalling, delayed communication. This is how clients are increasingly thinking out there – ‘we want digital, we don’t want traditional’.”

According to Ritson, there are four reasons why radio needs to kill the traditional versus digital mentality:

  • Traditional is becoming digital.
  • Digital is becoming traditional.
  • It’s killing strategy (he believes the versus mentality is forcing marketers to look at the idea that it’s tactics over strategy)
  • It’s about “and” and not “versus” (he believes that radio plays well with others, and recommends marketing it as the great multi-player).

Ritson then offered the radio industry the following points of advice for 2017:

  • It’s going to get extraordinarily bumpy

“There’s no doubt about it [that] this will be the most volatile year of your careers, and the reason should be simple: when two relatively new players in Facebook and Google are about to take almost half of all advertising spend in Australia, and they didn’t exist 10 years ago, that volatility is unavoidable,” he said.

  • Don’t let anyone put you in the traditional bucket

“It’s bad, lazy thinking,” Ritson said. “Traditional means nothing – push back against it if you can.”

  • Emphasise the simplicity and independence of industry research group Gfk

“One of the things that’s going to happen next year is that Facebook and Google will be grading their own homework and clearly getting [it] wrong and not showing us the answers, [which] will become more and more a source of tension,” he said.

“The transparency and simplicity of radio metrics is should not be underestimated.”

  • Challenge the numbers from your digital rivals

“Most of them are wobbly, [and] some of them aren’t even true,” Ritson said.

“Push – squeeze on those numbers, because some of them need to be pushed, and frankly no one’s pushing on them at the moment.”

  • Play the and game rather than the versus game

“Radio wins when it works with rather than against, and that would suit I think the long-term potential of the medium,” he said.

  • Don’t sell radio like it’s social media

“It’s too good for that,” Ritson said. “Radio’s strength is its unique differences from other media – play radio as a separate entity.”

  • Remember how good for brands radio is

“Remember how it’s a much more natural fit for brands to work their magic with editorial, with reach, with interaction, with proximity to the place of purchase,” he said.

And Ritson’s final point for the radio industry… “remember that you’re definitely not f**ked”.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]