1. Traditional advertising can only talk. SM can talk, ask questions, and most importantly, listen.
2. People are likely to be more loyal to a brand when they can interact with it. According to a study by Anderson Analytics, 52% of social network users
had become a fan or follower of a company or brand.
3. Companies learn a great deal from the direct feedback they get from their customers.
4. Audiences are increasingly more fragmented making it harder to cost effectively reach them.
5. People are tired of being interrupted by ads and are largely ignoring or avoiding mass advertising
6. New ideas can quickly and inexpensively be tested before committing to expensive mass advertising production.
7. Traditional advertising is a time limited event. When it’s done, it’s done. Social media is ongoing and often takes on a life of it’s own.
8. SMM can address negative word-of-mouth before it becomes a rebellion or destructive to your brand.
9. Traditional marketing ROI can be difficult to measure. Lessons learned from social marketing can be used to guide traditional efforts.
10. It’s hard to get a sense of belonging from a TV screen or magazine page.
Now tell me what you think.
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So happy to come across your pair of posts re ‘traditional’ media and ‘social’ media. So many are painting this as an ‘either/or’ situation, so it’s heartening to see another soul with a balanced perspective. I’d like to build on your thought.
In the most basic of terms, ‘traditional’ or ‘social’ are media channels, and media channel selection/usage is only a tactical component of the marketing mix (albeit an important component). Media selection should be totally agnostic, driven by the goals for the brand, target audience, etc.
Business/marketing objectives lead marketing strategy, then marketing strategy sets the guidelines for tactics…THEN the tactics are selected that are in line with the objectives and strategies for the brand.
Net: It’s never an “either/or”…it’s what’s right for the brand and its business objectives.
Ted, you described the situation so clearly!! Each media channel is another tool in the toolbox, and each project needs a different combination of tools to get the job done. Thanks for your insight & great reply!
My pleasure. Thank YOU for stimulating the dialogue.
BTW, in the spirit of traditional needing social, have you folks considered a Twitter link on your blog/site (I’m not an RSS fan). You have good things to say, so I’m sure you’d gather a following.
Keep up the good work!
[...] This post was mentioned on Twitter by Ted L. Simon, Kathy Catoe, marymac, Adrienne Dickensand others. Adrienne Dickens said: RT @kfcatoe: Top 10 Reasons Traditional Marketing needs Social Media too. http://bit.ly/xgPMX #SMM [...]
[...] to the 10 Reasons Traditional Marketing Needs Social Media Too by Rena Bernstein, Social Media gives customers a chance to interact with the company and ask [...]
Thanks for quoting our post! We also did a companion piece on “10 Reasons Social Media needs Traditional Marketing Too”.
Best of Luck.
Rena