I jest, of course. I have some thoughts about all the hype surrounding social media as a marketing tool. Before you join the rush to shift all your marketing focus to emerging media, consider that discussions on sites like Twitter are rarely about brands and are more focused on social issues and emotional states. Also, the format prevents brands from relaying what they are about in any great detail, why consumers should care and provide little stimuli to build an on going relationship.
Placing all your eggs in the social media basket at this point in time, makes no sense at all. In my opinion, social media still lags well behind both word of mouth and TV, in terms of marketing effectiveness. While I’d advocate managing online and social media profiles – if for nothing else, to counter negative publicity; brand building, differentiation and sales will be better served by a wider spectrum of media options.
The savvy marketeer will do well to consider these options on a case by case basis and think of social media as another powerful weapon in their arsenal, rather than as a replacement for their armoury.
Anyway, about this print ad…
It’s set to appear in the ‘Country Profiler E-gaming Magazine’ and targets merchants looking for a payment solutions provider. Our remit was to use our persuasive skills to communicate the potential pitfalls of credit card data-breach in a non-technical manner, while promoting Transactium as a preventative measure to counteract this potentially catastrophic threat.
Rather than overload the audience with technical information, we chose to educate with an attention grabbing headline, subtle, ‘banknote’ inspired graphics and the brutal reduction of a complex solution into a form that can be easily digested.
The copy reads:
The expectations of our payment processing customers can be summed up in three short words: save our butts!
Not exactly a technical remit, is it? However, when you consider that the cost of a credit card data breach can be catastrophic, it pretty accurately sums up one of the critical functions we perform on a daily basis.
Nestled discretely beneath the substructures of your operation, Transactium can shield payment processing with a high security posture that achieves PCI compliance and meets the indomitable industry standards imposed by Visa and Mastercard.
For further information about our full range of integrated payment and fraud management solutions, call: (+356) 2333 3000 or email us at: info@transactium.com
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