To Lead or Follow?

It’s always a tough question that requires insight and thought. Are you a trailblazer and take the risk of leading the pack or choose to follow along with the established program?

With all of the new 2.0 technologies and initiatives that are available at our fingertips, many prospective advertisers are fighting this battle. Treading on unfamiliar territory can be scary and unsettling but that shouldn’t ultimately lead to the back seat.

According to Advertising Age, General Motors, the country’s third-largest advertiser, is getting ready to shift half of its $3 billion budget into digital and one-to-one marketing within the next three years. Surely, that decision to be an industry advertising leader will help to set them apart and reach a larger audience.

With over 2 billion mobile phone users, the impact of mobile marketing cannot go unnoticed either. That is why many advertisers are choosing to explore interactive methods to promote their brand. Gaining in popularity are ads asking for readers to text a response or even send a picture message. Many times incentives are offered in order to offset text messaging charges.

Even with all of the new technologies and initiatives it’s imperative to stay true to your brand. However, don’t be fearful when it comes time to toss around ways to refresh an ad campaign. Leading can be exhilarating.