Social Media is One Weapon Within a Marketing Arsenal

By Mark Evans - Monday, February 4th, 2013 at 7:30 am  

Like anything new and shiny, many brands have fallen in love with social media.

I mean, what’s not to like: social media delivers the power and ability to quickly and easily engage, educate and entertain a global audience to build relationships, goodwill and, hopefully, sales.

At the same time, it is keep in mind that although social media is sexy and glittery, it is not the only game in town. It means brands need to recognize there is such thing as being too in love with social media.

Truth be told, social media is a single quiver in your marketing and sales arsenal. Yes, it is effective and cost-efficient but it is just one of the many tools brands can leverage to reach target audiences.

While social media dominates the spotlight, many traditional tools – TV, radio, newspapers, direct mail, billboards – are still alive and well, as well as the online advertising market, which surpassed $100-billion last year.

This is just anecdotal but there seems to be signs that some brands are scrutinizing their social media activity and what it’s delivering. It doesn’t mean they have fallen out of love with social media but, instead, are trying to figure out the right role within the overall marketing and sales portfolio.

Econsultancy wrote a blog post recently asking if brands were over-estimating the value of social media data. The focus of the post that while data provides good insight, it is important not to completely fall in love with it because there are many other factors that impact a brand’s performance and sales.

As brands take a healthy look at their social media activity, it is a reflection of how social media is maturing and evolving. There is no doubt social media delivers terrific insight, engagement and value, which is why it has become table stakes from a marketing and sales perspective.

At the same time, there is also the question of balance and resource allocation.

For brands to thrive, it is important and necessary for them to have the right amount of focus on the right channels to meet the needs of target audiences. Without a doubt, social media will be a key part of the mix but there are other tools that will happily sit alongside it.

What are your thoughts?

 

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