The theme of this post came to me as I read an interesting article in the Wall Street Journal. The article focuses on an entrepreneur’s experience with “new” versus “old” media and the perceptions associated with both. The article conveys a common assumption across companies big and small—the notion that social media and internet marketing will serve as that magic silver bullet, allowing a business to avoid the costs of a traditional marketing program while delivering the same or better performance.
While I agree having a strong social media strategy is tremendously important and can help you spread your message more effectively in terms of speed and cost than traditional channels, it’s also clear that social media alone can’t do it all. I would not recommend any client to completely abandon their “old” marketing channels in favor of social media in the name of saving costs. Sure, social media and email can be relatively inexpensive when compared to other big spend programs, but when done right, it is still going to take resources—your time and money. Depending on your customer base, digital marketing and social media campaigns may not be driving the results you are looking for.
Not so long ago, people believed email and the internet would render traditional marketing channels useless. Although technology has permanently altered the marketing landscape at the expense of traditional marketing channels, those technologies have not killed them. It’s been a full decade and a half since the advent of the internet, and traditional marketing still plays an important part in an organization’s marketing efforts. Why? Because the audience is still there. Isn’t that what it is all about? Meet people at their point of engagement.
The beauty of the web, email, and now social media, is that they have improved marketing efforts as a whole. These technologies are more precise, more local, and more tailored to the individual than ever before.
The most successful applications come when social media becomes part of an organization’s overall integrated marketing approach. Social media can be an incredible marketing multiplier when leveraging your traditional marketing channels to reach and expand your existing customer base.
Do you see traditional and social media as complements to each other?
[Photo of The Whole Enchilada by Marlon Jackson]
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Great post. I agree that it’s important to maintain a balance between “old” and “new” techniques – especially since half of your potential audience probably doesn’t understand how to utilize certain social media tools like Twitter.
Alyssa –
Thanks for your comment. As SM applications mature I wouldn’t be surprised to see over time more integration of SM applications with traditional media channels. Personalized URL campaigns are a great example of that integration between new and old school technology and one not exploited fully by SM applications.
Thanks,
Nate
Very good article in the WSJ. Many businesses have this vision that direct mail is too old and costs to much. The fact is all marketing costs money. Setting up an electronic marketing program can be very expensive. When someone replies to via twitter, that is just a reward for money spent on setting up you SM. As well as a website hit. Businesses can somehow view that as free. But in reality it is no different that a direct mail response for an order. Business need both electronic and traditional print.
Lynn,
Thanks for your comments. Looks like you see an integrated marketing approach to be a sound strategy for businesses you work with as well.
Nate
Absolutely, our own business as well as our customers. What some companies fail to realize is that marketing budgets need to be set to do both print and electronic. The budget should be set not to reduce one or the other but to what the actual needs are for their product or service that they are offering to potential customers. Eliminating either one is not left up to a guess or a maybe, companies need real market data to make good sound marketing decisions.
Nathan I enjoyed your post, especially; “These technologies are more precise, more local, and more tailored to the individual than ever before.”
The world has gotten smaller and client relationship deeper by the speed of social marketing. Though the entire paradigm of marketing has shifted it has gotten better, more opportunities to connect, reach opportunities we weren’t aware of and compete with entities we couldn’t in the past.
Social Marketing = A Level playing field for small business.
Troy – thanks for your post. Not only does SM help level the playing field for small business, but it also helps level the playing field for organizations that traditionally did not have large ad budgets to begin with, think Non-for-Profit, NGOs, and other civic-focused organizations and movements. Live Healthy America, http://www.livehealthyamerica.org/, is a perfect example of an organization that really needs that tailored, integrated marketing approach!
Thanks,
Nate