As a marketing professional, and one who's specialised in BTL marketing for most of my career, I'm fascinated with how social media fits in to everything else we do. How do businesses make the best use of social to achieve their desired results.
As a one-to-one marketer I was right there on the bandwagon with businesses using social media for marketing, however I've noticed a disturbing trend lately amongst the other channels - I think they're a little bit jealous!
'So WHAT about social media - it's just another channel right!?!'
What's so special about it - of course TV ads are effective!'
'Gen Y spend all day on it making pointless comments - we don't want these people as customers anyway'
But isn't social media about building meaningful conversations and by using it, can't brands relate to their customers on a more personal level?
Q. What's the best mix of social media and other channels to keep their 'jealousy' at bay and achieve the best results?
This agency have certainly leverage social media to demonstrate their expertise, it's done the rounds of the advertising and marketing world, and it's also an interesting example of an integrated strategy.
Hi Kate
ReplyDeleteI think this vid shows exactly how important integration are when you want to use SM as part of your communications strategy. Communicating that "same" message through different channels is vital to achieve the best possible outcomes, be that brand recognition, or consumer attitudes.
I wouldn't suggest that there should be any prescribed mix of SM vs. traditional media, that will depend on your target audience, if they are known to be bigger consumers of traditional media, surely you will focus your resources on traditional media to maximise exposure and impact.
Ross
I agree with Rossouwe, in the end of the day, it's all about your message and your target audience. But nice question though, it makes me think about what radio had thought when TV was a more popular channel. Old vs new is a never-ending battle!
ReplyDeleteGood example Nia of Radio vs. TV, and I will have to go look for the stats now, but think that radio is actually still above TV in media consumption.
ReplyDeleteRoss
Great blog Kate, excellent clip too!
ReplyDeleteWell done Kate - an amazingly powerful first post!
ReplyDelete"Jealous"? Yes, I suspect you are right there. Have you been watching Russel on The Gruen Transfer? He is often criticises new media, and argues that there will always be a place for the "30-second spot". However, he is beefing up GPYR's digital capabilities, as he obviously recognises the place of digital in any truly integrated campaign.