Extra Credit Blog
The article, “Sports Marketers Should Lead with Organic, Not Paid, When Developing Digital Strategies” by Dan Gadd published in PR Weekly discussed the importance of organic content to Sports Marketers. An important topic with the upcoming Super Bowl where advertisers spend millions of dollars for a chance to reach millions of viewers. But is this the right move? According to Gadd it isn’t, “brands are allocating significant budgets to acquire eyeballs -diluting efforts and making it harder (and less cost effective) for the right content to be delivered to the right audience.” The article continues to explain that the uses of measurable media placed on YouTube and social media is a better tactic. Using social media excels your content to reach different channels that may be more likely to engage in it. Gadd uses the example of P&G using the “organic first approach” when creating Tide’s NFL draft platform where their video went viral. Although, Gadd doesn’t write off paid content on social completely. Paid content will work on strategic posts that need to reach a certain audience.
I found the article to be interesting because it touched on utilizing organic content which was a topic in the Chapter 3 reading. During this time of year everyone talks about the money spent on advertising at the Super Bowl, but not its effectiveness. I think Gadd makes an important point that companies need to be smart with their budgets and use strategic organic content to its advantage. As a viewer, I can say that I am more responsive to organic content because it doesn’t feel like the company is trying to sell me something. Overall I felt the information in this article was insightful and useful.
Gadd, Dan. “Sports Marketers Should Lead With Organic, Not Paid, When Developing Digital Strategies.” Sports Marketers Should Lead With Organic, Not Paid, When Developing Digital Strategies. N.p., 31 Jan. 2016. Web. 02 Feb. 2016.