The modern marketer is a stubborn creature. Continuously evolving technology challenges conventional wisdom, entrenching advocates for innovation against experienced professionals. An ongoing debate between direct advertising and social media marketing is the current hot-button issue, and both sides are exaggerating deficiencies of the other. Social media gurus argue that mail and email marketing are outdated, impersonal and destined to extinction within years. Traditional marketers snap back that social media is frivolous, untested and bound to be labeled as a flash in the pan.
There may be shreds of truth in each side?s claims, but in the current landscape, there?s room for direct marketing and social media engagement. Businesses that use both in the right way will reach a broad group of potential consumers. Whether you?re an owner trying to get your small business on the map or a marketer trying to decide how to use your budget, take the best of both worlds to craft the most effective marketing strategy.
Direct Marketing Isn?t Dead
According to Hubspot, 54 percent of marketers that used email marketing during the 2011 holiday season described their campaigns as extremely successful or very successful ? and email isn?t the only tried and true marketing getting positive feedback. According to a 2008 ICOM information and Communications survey, two-thirds of the 18 to 34-year-old demographic claimed prefer receiving product information by mail rather than online.
Direct mail and email campaigns boost brand recognition and customer outreach. A content-driven email marketing strategy will strengthen existing connections, while a to-the-point mail campaign will expand your brand. Depending on your business, one direct marketing channel may prove more effective than another. Services like PitneyBowes.com postage will save time and money if mail marketing is your focus, while mass email services can reduce hassles for email marketing campaigns.
Social Media Builds Relationships
Known for its casual atmosphere and personality driven content, social media platforms are making a serious impact on consumer behavior. According to a Chadwick Martin Bailey study, users are 67 percent more likely to buy from a brand since they started following it on Twitter, while followers are 79 percent more likely to recommend a brand. Given the amount of users on the two most popular social media platforms (more than a billion users on Facebook and more than 500 million on Twitter, per mediabistro.com), the survey is more than enough evidence that your business should have a social media presence.
Businesses looking to gain a market share should follow the unwritten social media guidelines:
- Join the Conversation: Social media thrives on a natural exchange between friends, and businesses that use traditional advertising language will struggle to gain a following. Avoid extravagant claims and calls to action in favor of a more natural presence.
- Post Regularly: Like any friendship, social media relationships grow when there?s consistent interaction. Businesses that post regularly are more likely to build relationships with their followers.
- Limit Self Promotion: It?s tempting to to use every post or tweet to explain why your company trumps the competition, but on social media platforms, actions speak louder than words. Instead of telling potential customers how good your business is, show them. Offer an exclusive Facebook discount and let your followers share it. Not only will you avoid coming off as arrogant, shares from friends will be much more influential.
Source: http://www.ossweb.com/social-media-and-direct-marketing-can-co-exist.html
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