Comments on: Will Social Media Replace Traditional Marketing? http://www.chooseamc.com/2010/04/will-social-media-replace-traditional-marketing/ Freelance Marketer for High Tech with a focus on BI Wed, 04 Jan 2012 22:08:28 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Terri Rylander http://www.chooseamc.com/2010/04/will-social-media-replace-traditional-marketing/comment-page-1/#comment-438 Terri Rylander Wed, 14 Apr 2010 17:43:52 +0000 http://www.chooseamc.com/?p=534#comment-438 Aaron, Completely agree you need a structured approach and strategy, and that it's not enough just to score "hits" to your site, etc. This is something that is not easy for most who are new to social media and their investment would be best spent acquiring help from experts like your firm. Thanks for taking the time for such a thoughtful post! Terri Aaron,

Completely agree you need a structured approach and strategy, and that it’s not enough just to score “hits” to your site, etc. This is something that is not easy for most who are new to social media and their investment would be best spent acquiring help from experts like your firm.

Thanks for taking the time for such a thoughtful post!

Terri

]]> By: Aaron Savage http://www.chooseamc.com/2010/04/will-social-media-replace-traditional-marketing/comment-page-1/#comment-437 Aaron Savage Wed, 14 Apr 2010 16:19:25 +0000 http://www.chooseamc.com/?p=534#comment-437 Whether you are talking about B2B or B2C, I think too many people get drunk on the social media tactic usually with disappointing results. I think the same is true if you take any online or mobile tactical discipline and view it in isolation. A great deal of organisations approach digital marketing without an end to end <a href="http://www.interactive-mix.com/imix.html" rel="nofollow">Digital marketing strategy</a> and this more than anything else is why a lot of digital media fails to perform in terms of producing a hard ROI. It’s all well and good to run a perfect PPC or social media campaign which engages with customers, but unless the user experience takes that engagement and builds trust to create sales (and then leads on to retention and referral) then the opportunity is wasted. Tactical disciplines are often what is offered by digital agencies, so that most SEO companies continue their job done when lots of people land on the website. The client however is not richer for this experience and unless the visitors convert to customers, they are actually down on the deal. Creating the strategy which binds the disciplines together isn’t easy and requires a lot of experience but it is possible and when the starting point is the strategy itself rather than a decision as to which tactical disciplines to use, then success is far more likely to be the result. Whether you are talking about B2B or B2C, I think too many people get drunk on the social media tactic usually with disappointing results. I think the same is true if you take any online or mobile tactical discipline and view it in isolation. A great deal of organisations approach digital marketing without an end to end Digital marketing strategy and this more than anything else is why a lot of digital media fails to perform in terms of producing a hard ROI.

It’s all well and good to run a perfect PPC or social media campaign which engages with customers, but unless the user experience takes that engagement and builds trust to create sales (and then leads on to retention and referral) then the opportunity is wasted.

Tactical disciplines are often what is offered by digital agencies, so that most SEO companies continue their job done when lots of people land on the website. The client however is not richer for this experience and unless the visitors convert to customers, they are actually down on the deal.

Creating the strategy which binds the disciplines together isn’t easy and requires a lot of experience but it is possible and when the starting point is the strategy itself rather than a decision as to which tactical disciplines to use, then success is far more likely to be the result.

]]> By: Terri Rylander http://www.chooseamc.com/2010/04/will-social-media-replace-traditional-marketing/comment-page-1/#comment-424 Terri Rylander Tue, 13 Apr 2010 22:12:40 +0000 http://www.chooseamc.com/?p=534#comment-424 Susan, I'm glad you found this as interesting as I did. I only wish I could get my hands on the full study! Laura Ramos/Forrester says they'll talk more about it next month at a joint presentation they are doing with MarketingProfs (see link to whole article in blog post). Regardless, I'm with you on the merits of direct mail over e-mail. Having been a consumer/receiver of marketing efforts in my former role as Director of BI for T-Mobile, I read most all direct mail but often deleted most all e-mail. We get so much e-mail during the day that the marketing e-mail ends up being tossed. Direct mail stays with you. Honestly, it was often more interesting to look at and read. So yes, I'm surprised Ms. Ramos didn't mention direct mail! Terri Susan,

I’m glad you found this as interesting as I did. I only wish I could get my hands on the full study! Laura Ramos/Forrester says they’ll talk more about it next month at a joint presentation they are doing with MarketingProfs (see link to whole article in blog post).

Regardless, I’m with you on the merits of direct mail over e-mail. Having been a consumer/receiver of marketing efforts in my former role as Director of BI for T-Mobile, I read most all direct mail but often deleted most all e-mail. We get so much e-mail during the day that the marketing e-mail ends up being tossed. Direct mail stays with you. Honestly, it was often more interesting to look at and read.

So yes, I’m surprised Ms. Ramos didn’t mention direct mail!

Terri

]]> By: Susan Fantle http://www.chooseamc.com/2010/04/will-social-media-replace-traditional-marketing/comment-page-1/#comment-423 Susan Fantle Tue, 13 Apr 2010 21:11:17 +0000 http://www.chooseamc.com/?p=534#comment-423 Terri, This is an interesting report, thank you for covering it. I'm surprised at one issue. You say that "Forrester’s 2010 study did show that e-mail, search marketing, and inside sales were the only tactics to show steady upward trends in both branding and lead generation." I am wondering if direct mail was included in the research. I am aware of leading B2B companies using direct mail very successfully. In fact, when these marketers test email against direct mail for lead generation, direct mail always outperforms it in generating more leads and more qualified leads. It may not be showing steady upward trends, but direct mail is still one of marketing's most powerful channels. I don't see it being replaced by Social Media. Susan Terri,
This is an interesting report, thank you for covering it. I’m surprised at one issue. You say that “Forrester’s 2010 study did show that e-mail, search marketing, and inside sales were the only tactics to show steady upward trends in both branding and lead generation.” I am wondering if direct mail was included in the research. I am aware of leading B2B companies using direct mail very successfully. In fact, when these marketers test email against direct mail for lead generation, direct mail always outperforms it in generating more leads and more qualified leads. It may not be showing steady upward trends, but direct mail is still one of marketing’s most powerful channels. I don’t see it being replaced by Social Media.
Susan

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