Where do you, as a consumer, obtain credible information? In the US, the majority of people say friends
and family (word of mouth), publications in general, newspapers, and TV. If you notice, these are all traditional
forms of media. While recently, all the talk has been all about social media,
websites, and blogs. In this wave of ‘new’ media, I think some businesses have
forgotten that traditional media is just as important. The key is to take an
integrated marketing approach. Let me explain why.
When you know who you are trying to reach (your target
market), you should know what shows they watch, publications they read, events
they go to, websites they visit, apps they use, etc.
In order for consumers to be educated about and have a
connection to your business and products you need to inform them and tell your unique
story. It is important that your advertising and marketing stand out from your
competition, and a story is the best way to do this. People love stories, and
the best stories are told across various platforms such as TV or radio, on your
website, in print, and with social media (adding photos and videos).
Word of mouth, which is considered the most credible form of
advertising, is well supported by social media. Social media is essentially word
of mouth in the fast lane. Facebook allows us to
show our friends what
companies or brands we “like” and to share news with our followers; Linked In
provides an excellent platform to spotlight particular skills and experience;
Twitter allows users to share experiences (whether good or bad) in real time
and for businesses to share news; and blogs provide an opportunity to write
more in-depth stories and to provide a real service to consumers by sharing
your expertise.
In these scenarios, social media can work together with your
traditional marketing. Integrating your online/social marketing efforts to
fully support your traditional marketing effort is the best use of new media.
Check back next week to get more tips on how to do this.
