Posts tagged with “traditional marketing tools”

Don’t Put All Your Marketing Eggs in One Basket

Monday, 19 October, 2009

mhairi-headshots-0282Our latest guest blog entry is reproduced with permission from Mhairi Petrovic of Meerkat Communications partner Out-Smarts Marketing, and deals with the latest marketing craze, social media.

Mhairi (pronounced va-ri)  is the Chief Marketing Officer and Founder of Out-Smarts and is dedicated to working with clients to develop and implement marketing strategies that maximise on-line exposure. Since graduating with Honours in Commerce in 1990 from Napier University in Scotland, Mhairi has developed an in depth knowledge of sales and marketing functions through her employment on both sides of the Atlantic with some of the best known companies in the world including Coca Cola, Unisys and MicroStrategy.

For more of Mhairi’s posts,  check out the Out-Smarts website and blog.

Don’t Put All Your Marketing Eggs in One Basket

Business circles are a buzz about social media right now, not surprisingly since these tools are much more cost effective than traditional marketing functions and in many ways more targeted.

However, it is important to remember that social media is simply a component of an effective marketing strategy.  It should not be your only one because not everyone is active in these online forums even if they have a presence.

The best marketing campaigns are still the ones that build on the basic marketing foundations of product, price, promotion and place.  Once you know these basic components your message should be the same across each delivery point.

Great marketing efforts leverage different channels to build interaction with clients and prospects across various touch points.  Incidentally, interactive marketing, according to Forrester, is expected to reach nearly $25.6 billion in 2009.

Campaigns that promote interaction across both traditional and online marketing are sometimes called hybrid campaigns.  By reaching out to people in different ways, your company builds stronger brand awareness.  By interacting or encouraging interaction in all forums, you enhance loyalty.  Witness IBM whose campaigns typically combine traditional and online marketing.

To encourage interaction you should:  interact and contribute, build your community strategically, be geniune and timely and look for opportunities to add value.

When it comes to marketing and social media in particular, you should never put all you eggs in the one basket.