The communication platforms within marketing have changed. Now, “Everyone talks about everything; all the time.” -EMC So… what are you going to do about it?
Whether your company perceives Social Media Marketing to be a fad; or totally gets that strict communication with clients (using only traditional marketing outlets) will ultimately lead to brand damage.
The direction of Traditional Marketing consists of a one-way broadcast of information, spread by a company, allowing consumers to be hearers of their message, only.
But, there is a problem with that; revealing a few kinks in the Traditional Marketing chain.
The internet embraces a vast amount of channels, where consumers are talking about your brand; at this very moment. Whether you have chosen to harness the conversation or not, customers, suppliers and employees are talking online. They expect businesses to be part of the conversation: many already are.
It’s kind of a big deal!
So take a break (but don’t be gone long) to discover who’s talking about you in this collection of social listening tools presented by Kim at Pixelovely.
Now, On with the show!
According to the 2014 Social Media Industry Report provided by the social media examiner “A significant 92% of marketers indicate that social media is important for their business. However, only 7% are seeing effective results.”
If you’re feeling a bit defeated by those stats, this is a good place to get started.
To make social implementation feel even less overwhelming, tools such as Mention allow brands to monitor a variety of conversations on one platform. This allows businesses to become an active member of the conversation. It’s an amazing breakthrough in online organization that is changing how daunting social management can be.
But this is not yet another instrument to weasel your way into blasting your sales message.
And, if Garry Vaynerchuck was here, he would say “marketers ruin everything!” We do; if we don’t honor and respect the communities we are building.
A recent survey sponsored by the Word of Mouth Marketing Association reveals “Word of mouth marketing is more effective than “traditional” marketing,” according to 64% of marketing professionals interviewed in the survey. Social is currently the tool of choice for spreading “word of mouth” marketing; clearly social is the more effective of the two.
Keep in mind, if social is used with the same tactics as traditional marketing it can certainly be just as harmful to your brand and produce a vague ROI; just as with traditional marketing.
The good news is Traditional and Social Marketing can and should work together. Here’s a great guide on how to get them to play nice in Gary V’s “Good cop, Bad cop” scenario.
Although there are very few examples where strictly Traditional Media outlets outperform Social Media, I have seen a few very effective traditional media examples. I’ve found timeliness, relevancy and creativity is the secret to their sauce.
Samsung’s screaming goats,
and, Pfizer’s “more than medication.”
The point is; it’s in the story telling.
What’s your story?
How will use it reach your niche audience and initiate action?
When executed properly the stories you tell are what will cause your content to go viral; something rarely seen in the traditional marketing format.
While traditional media only affords the outlet to discharge a message so broad that it’s tough to hit the right group. Social has the capacity to take your message deeper by offering an outlet to get the right message in front of the right crowd; building maximum impact to produce measurable results.