Mix Social Media with Traditional Media to Improve Both

I don’t know about you, but I don’t know anyone that lives their life entirely online. Each day we’re all exposed to a variety of media and marketing messages. So why do some companies feel that they have to choose between online and traditional advertising?  Social media doesn’t have to mean writing a blog or creating a widget. When a customer views a video on YouTube, tells a friend about their experience with a certain brand, or posts reviews online—they’re engaging in a form of social media too. Whether a brand sets out to create a social media campaign that starts people talking or something else causes lots of people to begin chatting up the brand, that public buzz, for better or worse, is social media.

8 Reasons Social Marketing Needs Traditional Media:

  • Not everyone is online and involved in social media.
  • Traditional media spreads brand awareness with a broader brush.
  • Traditional media has guaranteed placement. Social marketing messages may or may not catch on.
  • Without some traditional branding, it’s very hard to gain significant recognition.
  • Social media marketing should never try to sell. Traditional media gets to ask for the sale.
  • Traditional media can deliver a message to the most receptive part of your market faster.
  • Traditional media offers structure and consistency that social media can reference.
  • Traditional marketing builds awareness, social marketing builds trust.

8 Reasons Traditional Marketing Needs Social Media:

  • Your marketing budget.
  • It’s hard to get a sense of belonging from a newspaper or magazine page. 
  • Traditional advertising can only talk. SM can talk, ask questions, and most importantly, listen.
  • Companies learn a great deal from the direct feedback they get from their customers.
  • People are tired of being bombarded with ads and are largely ignoring or avoiding mass advertising.
  • New ideas can quickly and inexpensively be tested before committing to expensive mass advertising production.
  • Traditional advertising is a limited event. When it’s done, it’s done. Social media can take on a life of it’s own. 
  • Traditional marketing can be difficult to measure. Lessons learned from social marketing can be used to guide traditional efforts.

Defining what that brand experience ultimately means to the customer is neither the job or privilege of the marketer. It’s up to your customers. The more your brand means to them, the more they connect with it. That in turn determines their purchase decision, their loyalty, and whether they feel strongly enough to advocate for the brand in the future.  (Which makes me think of the importance of customer service, but we'll save that for next time...) 

*Marketing Tip- Video is 50 times more likely to appear on the first page of Google search results than text.  If you don't have the budget for an elaborate corporate video, an effective alternative can be a movie created with from photos of your work that includes your logo and brand message.  This is a great marketing tool that can be added to your website,  emailed or even burned to DVD for snail-mail customers.

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