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Before getting into the role social media can/should p lay in a company’s marketing strategy, I want
to lay some groundwork about the state of marketing currently.
Traditional (old) marketing is less effective than it has ever been. It is noisy. It does a lot of
shouting. It’s in your face, interrupting what you’re
trying to do. Traditional marketing tries to force
itself on us, interrupting our TV shows or magazine
articles or views of the countryside. It’s been doing
it for years. And we are now getting very good at
ignoring the messages.
Traditional marketing broadcasts its messages to
everyone within ear- and eyeshot. This scattergunapproach is terribly inefficient. Marketers fling out
a message with the hope that a fraction of the
recipients will respond positively. Of course, you
can do some targeting - industry specific
publications or programmes that appeal to a specific
demographic, for example - and this can help response rates. But the reality is that most people
who see your ad have no interest in what you’re selling, or it’s not the right time, or have condition
themselves to block out the messages.
Seth Godin refers to something he calls the TV-Industrial Complex. This is the idea that for the past
40 years or so there has been a symbiotic, cyclical relationship between TV (in the form of
advertising) and big corporations (big brands) where the corporations developed a product, bought
TV ads to promote it, which lead to growing retail distribution and sales. The increasing sales meant
more profits which bought more ads and the cycle continued, growing ever larger.
The overwhelming success of the TV-Industrial Complex was predicated on three things: numerous
growing markets for new products in the post-war West (especially America); consumers with
increasing amounts of disposable income and the desire to acquire things; and a relatively few mass
media outlets to occupy the consumer’s attention.
These three environments are no longer prevalent in the same way today. Most markets for things
we need or generally want are dominated by existing brands and are saturated. We as consumers
have made our choices about which pain relief or soap powder or supermarket we use (or we are
hyper-aware of what’s on offer) and we aren’t looking for anything new. And, the current financial
conditions notwithstanding, our desire to spend has been severely stunted. Couple that with our
increasing consumer savvy brought on by years of being bombarded by marketing hype and we have
become inured to advertisers’ messages.
While changes in the first two have played important roles, it is the change in the third environmentthat has really impacted the success of the old TV-Industrial Complex and, indeed, traditional
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any
As your social media plan progresses you should be analysing your results against the milestone
expectations you established at the outset. Review your plan regularly and if things aren’t working
as you intended, adjust your approach. It is a cyclical process of regular reviewing and refining.
Figure 5 - The Process Flow
I would argue patience. Social media marketing takes time. It needs to build slowly as your regular
interaction and engagement increases familiarity and builds trust. So, your plan should reflect this.Don’t expect skyrocketing results in a few days or weeks.
We’ve talked here about using social media for marketing, for making connections to “promote”
products or solutions and sell more stuff. However, within the review process is an opportunity to
understand your customers and to tweak your offering(s) to better fit what they want. This may
muddy my “marketing-only” message with something that leaks over into product development but
I’ll risk that because it underscores the important two-way nature of proper engagement in the
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