Want to know a key difference between old school marketers and new social media marketers? Consider their agendas and how they view the competition when planning events.
Old school marketers approach events in a territorial fashion. Virtual events are no exception. They want to own it. If you are hosting an online or live event with Old School Marketers, there will be a clause in the contract that there will be no discussion about brand x, brand y or brand z. It’s all about control in their case, maintaining control of the message, directing the message. You will likely be asked to exclude competitors from the event as sponsors.
Not so with the new school social media marketers. They are more likely to host an online “discussion” in which they welcome comparison to their competitors products and group information sharing. Occasionally they won’t even object to competitors being present at the same event, exclusivity being secondary to the general discussion.
I cannot proclaim one way or the other most effective. With age comes wisdom but rigidity can also be stifling. Careful attention must be paid to your goals and your audience to turn a successful marketing campaign into a successful social media campaign.
As a rule of thumb:
Traditional Marketing
- controls the message
- has a concrete goal of spreading a specific message to a specific audience
- does not invite comparison or discussion, seeks to offer brand specific education
- fuels brand recognition and familiarity
Social Media Marketing
- welcomes feedback on the campaign message
- has a specific audience in mind, but welcomes those who are not in the target group as well
- invites comparison, discussion and a chance for consumers to gather information/research general topic
- fuels consumer loyalty and word of mouth marketing efforts
It’s important to understand the difference in approach between traditional marketing and social media, and how this affects your own brand marketing efforts. Know your comfort level when it comes to comparison with your competitors and approach your social media efforts with your eyes open, and expectations realistic. Some things don’t translate well: Old School Marketing efforts conducted in a social media forum where participants are expecting discussion, comparison and information sharing, will come across as controlling, in authentic and info-mercial esque. This can backfire and leave a bad impression on your potential customers.
On the other hand, a lack of focus with your social media efforts can also backfire, and fail to make your product memorable to potential consumers. Worst case scenario; it can help to promote the competition. Bottom line: when approaching an online campaign, set clear goals about your messaging, and guidelines for interaction and comparison. Choose your strategies wisely. An educated plan for making your brand (positively)memorable and making the most of the media chosen, is essential for embarking on any marketing adventure.
Have you been caught in the chasm between new and traditional marketing? How has this affected your campaigns?
I’m Ciaran Blumenfeld. I’m a writer, entrenpreneur and consultant. I specialize in creative, relevant strategies for successful social media campaigns. Need help with your brand’s messaging? Want to brainstorm a way to make a big impression on your consumers at your next event or come up with a campaign that will resonate? Drop me a line.
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