Wondering Out Loud

Traditional v. Social: It isn’t either/or

A couple of posts ago I discussed bringing traditional and social media tactics together in marketing campaigns. I was prompted to broach the subject for a few reasons. First, I’ve been marrying traditional and social to drive sales leads for a number of years all while being told – here’s the second reason – that social media and marketing do not mix. The third reason came as a result of several discussions I’ve had with local agencies and their concern that social business will take revenue away from traditional. They are looking at it as an either/or proposition. Big mistake.

As I’ve said before…social media is simply a toolbox filled with lots of wonderful gadgets that will help your customer communicate effectively with their market. As with traditional tactics, they are to be deployed as part of a strategy that is designed to meet a set of objectives. Nothing more, nothing less.

Rather than looking at traditional v. social as an either/or proposition, consider how social tactics will complement your marketing activities. Here’s a case in point.

In October of 2008, I executed a marketing campaign designed to drive leads from small and mid-sized food and beverage manufacturers. To drive registrations we used a combination of direct mail, email and telemarketing. For the event we streamed live video via ooVoo and bounced it through ustream.tv. A pretty good mix, if I do say so myself. I didn’t stop there, however. We took the social one step more by focusing the discussion on how SME food and beverage companies can maintain high standards of quality and keep their margins – not an easy task. We also discussed strategies SME’s can put in place to assure survival in the event of a product recall – an even more difficult task.

A traditional webcast would have focused on a couple of issues and then presented a demonstration showing how our software  overcomes such challenges. A traditional webcast would have attracted 15-20 prospects, ours resulted in 50 new sales leads.

Done properly, traditional + social is a marriage made in marketing heaven.

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February 1, 2010 - Posted by | Marketing, Social Media | ,

1 Comment »

  1. […] Mark Palony says traditional and social media mix just fine, thank you very much […]

    Pingback by Minnesota Monday – Communications Bloggers Posts From Last Week | e-Strategy Internet Marketing Blog | February 8, 2010 | Reply


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