Which is Better—Traditional Marketing or Social Networks?

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Permalink Reply by Cindy West on December 17, 2008 at 3:45pm

In advertising, I believe that picking the right targets is the most effective. It can be a combination of both traditional media and social media that can be most effective in driving the message to a broader more targeted audience.

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Permalink Reply by Kanika W. on December 17, 2008 at 4:09pm

Thanks for your reply Cindy. Most business owners will have a mix of both traditional and online methods.
Has a mix of marketing channels worked best for you or has a particular channel worked more than the other?

Kanika W.

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Permalink Reply by Cindy West on December 17, 2008 at 9:58pm

Thanks for your question Kanika.

I work in both mainstream media as well as social media doing Public Relations which is another element of a marketing campaign.

I think in many instances marketing channels can drive each other but I think that social media can be powerfully influential as recently seen in the Motrin Moms Campaign. http://adage.com/digital/article?article_id=132622

With social media, you need to be ready to respond and usually within a 2 hour time-frame.

It can also have a very positive impact on your brand or service that you are providing and you must be prepared for this as well.

I worked on a calendar campaign that raised money for wounded vets securing traditional media for the launch which triggered the buzz in social media resulting in a buying frenzy. The charity was not prepared to meet demand for the calendars and had a slight delay in getting them out. It all worked out and they raised over a half-million dollars, but it took them totally by surprise.

Another great example of both media working together is the book series "Twilight." Social media started the buzz and traditional media stepped in and they have worked in succession generating an even broader fan base.

I still recommend a mixed channel for most campaigns. Most people today watch TV while surfing on the Web. Certain magazines are just not a great mix for online. Don't get me wrong, there is a prominent shift to online in certain news outlets. But I always say diversify but target those dollars using a combination of advertising and media relations mixed with traditional and social media outlets that are going to reach your audience. Develop a more thorough understanding of each and how they are connected.

Great discussion!

Cindy

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Permalink Reply by Nascent Dynamics ( ) on December 17, 2008 at 7:47pm

Hi there Kanika,

I noticed this discussion on your website too. Very nice and relevant too.

Marketing is important for me because I have a diversified business line with niche targets. Traditional advertising is effective. I used to work in the industry and saw them beginning to make efforts at going online too. My marketing plan includes an intelligent mix of both. However, my business does not require me to recapture expenses at this point. So I will exhaust all free online resources at my disposal before paying. However, if I did have debts, then I would still put my money on traditional advertising assuming I had a product or service that would sell.

Traditional advertising is certainly not dead. However, it is competing with online mediums for market attention. The best quality of online marketing is the interactivity. An interesting aspect to watch is the dynamic of competing for market attention and traffic by featuring the interactivity of social networks etc. You have to be sharp in optimizing your online media with interactivity when it is no longer novel...and your market wants your traffic! This puts a lot of businesses- especially those in B2B markets- in a challenging predicament. You are on a level playing field and the distinction between business and consumer is not necessarily the same as in traditional advertising.

However, with that interactivity comes closer personal relationships, superior on-demand services, customizable interfaces, etc. In terms of marketing benefit, I think traditional advertising is quickly becoming obsolete.

Best,

Anthony

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