There is always this debate going on about what delivers the greater ROI traditional media or social media? Which one delivers greater results? Which one costs more? Which one is worth your time? It appears that traditional media and social media are at war with one another and that’s not the way it should be. Marketing and relationship strategies appear to be fragmented. Traditional and social media are not working together, but they should be. Oh, by the way, here is a great quote from Harvard Business School Associate Professor, Andy McAfee on measuring the ROI from social media:
“There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise.”
Consider the following scenarios for a moment:
- What if the next time you see a Comcast commercial on t.v. they provide a URL to their twitter account?
- What if the next time you see a Southwest Airlines commercial they mention special promotions via their blog?
- What if the next time you see a Microsoft commercial they tell you about their facebook fan page?
- What if the next time you’re on twitter Dell tells you about the new commercial that is airing offering a special mention to their twitter followers?
- What if the next time you see a commercial for a Coca-Cola product they offer the first 1,000 people to follow them on twitter a free case of their favorite coke product?
- What if the next time you open up a Conde Nast magazine you find a message that says “if you are among the first 1,000 people who read this article and write a post about it and send us the link, you will be given a free 1 year subscription to the magazine of your choice!”
- What if the next time you were on twitter 20th Century Fox announced a sneak preview of the next big movie at select theaters throughout the state. You could only find out about if you are on twitter and you could only go if you are following 20th Century Fox on twitter.
- What if Lions Gate Pictures created a Youtube film with big name actors (or not), they would release the film in pieces and only release the next video when the first one received a certain amount of views? Heck, why not even let the users vote on what happens next from a choice of scenarios?
As you can see the ideas go on and on, I have many more. I think it’s about time we see some creative integrated marketing, something that is engaging and creates a conversation and relationship. Social media is a very powerful medium but you have to be clever and be creative, don’t be scared to try something new!
How would you integrate traditional media with social media?
thanks for reading!
Great post. I think all too often people think of them as separate entities. We should be asking how to we make everything work together?
Great post! You are speaking my language. Will share this for sure!
I was going to post a comment, but then the comment grew into a novel and so I made a post about it as well (with all due credit of course).
Traditional Marketing+Social Media = Traditional Marketing + Social Media = Win Win Situation
Advertise on network television in the seventies and you'll probably reach most of the market. Advertise today on network television alone and you may miss half the market due to the number of choices available for today's consumers.
That's a good way to look at traditional and social media. They're not mutually exclusive and both should be part of an overall business strategy. Ignore social media and lose potential prospects, but focus exclusively on social media will likely miss a lot of prospects as well.
John P. Kreiss
Morgansullivan, Inc.
Business Solutions in Real Estate and Construction
thanks for the kind words, i completely agree, it's about time we had some marketing synergy!
thanks for the comment!
well thank you very much angela, glad you enjoyed it!
thanks for the comment!
hmm, the link doesnt work!
hi john excellent points as usual. it's interesting to look at how marketing has changed over the years, im very curious to see what the next 10 years will bring.
they definitely should be a part of an overall business strategy but as of now, they are fighting over the same budget.
thanks for the comment john!
Ok lets try this a second time
Traditional Marketing+Social Media = Win Win Situation
Pingback: Strategic marketing inreal estate and construction requires mixing traditionalmedia with social media « MorganSullivan, Inc.
I completely agree, the mixing of traditional and new media can and does work. Too many try to segregate social media from everything else, that is a big mistake!
gotta mix, it's like trying to make a cake without mixing the flour and the eggs!
thanks for the comment
Jacob,
These resonate so well with what myself and many communications pros are dealing with– not fragmenting, but highly specifying the audience within the social media medium. It seems like putting restrictions on promos/ideas is how brands can identify their most heart-heavy fans.
hey tim, so glad you enjoyed the post. we have to find ways to integrate if we want to succeed!
thanks for the comment
Pingback: Social Media in 2009. Here come the top 10 lists. Part 1 of more? « ThreePoint Networks
Old-school marketing techniques don't work as well as they used to and will never be able to target as precisely as social media marketing. Many marketers are attracted to internet network marketing and social media because of the reduced costs compared to expensive television, radio and newspaper ads. Also, today's internet users want personal interactions with those they do business with before they make a buying decision. Social media marketing, which taps into a familiar concept called attraction marketing, lets you build relationships with your targeted audience. Social media sites such as FaceBook, MySpace, Twitter and Digg can help establish your presence in a number of different places on the Web. Just imagine the social media profit you can have in being able to recruit people from different places.
Raj
Raj
Doing both traditional and social media marketing will be the best way to promote and market you business.