In a word, Yes!
I have more than 25 years of experience in advertising and marketing. I was like one of those creative types on Mad Men who created artwork with markers and ink, and created camera ready artwork for print. I’ve done billboards, magazine and newspaper ads as well as TV & radio. I’ve lived both sides of this discussion.
If you were to ask a traditional marketer, the answer would be different. You’d hear about print ads, collateral material, and electronic mass media campaigns including TV, radio, outdoor media, and PR. That was me 10 years ago! Then a little thing called social media came along with the never before ability to influence consumers to make a direct purchase. Worldwide, there has been a dramatic shift to target consumers who are glued to their laptops, tablets and smartphones. They are a captive audience and social media is the perfect method to reach them in a targeted, cost efficient, measurable way that traditional media never offered.
Yes, I’ve seen the light and offer these 3 realities that need be understood regarding social media marketing.
1- The Internet has changed the whole marketing landscape.
If you think otherwise you have missed the boat and it’s not waiting for you! Look around. How many people do you see using a laptop or mobile device? If your consumer base seems low you may want to think about ways to reach all those people around you who are using these devices. Reaching people who use the internet could be crucial to your company’s bottom line and long term survival. Get on board!
2- Today’s consumers watch TV and read newspapers and magazines differently than they used to.
The Superbowl, World Series and other huge sporting events of course still draw vast audiences, however most everyone now watches less traditional TV and reads fewer hard copy newspapers. Instead, they watch more Netflix and subscribe to more online news sources and electronic magazines. As any traditional marketer would say in their old-school pitch, you should be where your consumer is.
TV and social media seem to work well in tandem as they are both visual media. However the cost to advertise on TV can be prohibitive to many companies, as opposed to promoting products and services on social media where the playing field between large and small advertisers has become leveled. Most online magazine and news sources have heard the stampede of both consumers and advertisers migrating towards the online world.
3- Social media are the new focus groups.
Way back when the dinosaurs roamed the earth, companies would spend considerable budgets to put a group of consumers in a room to get insights into how their products/services were perceived by their targeted prospects and existing customers.
Enter the wonderful world of social media. Companies now directly interact with their customers as they join the online conversations of the day. Brands now have an engaging, FREE focus group of unfiltered comments where companies are judged in the court of public opinion. All eyes are now open to see how companies effectively relate to their followers and how they maintain a positive public image. Because as we all know, perception is reality!
Agree or disagree? I’d like your opinion.