Social Media Marketing.
In days past, the Advertising Moguls decided that every venue that was used to vend news and information was fair game for “intrusive” marketing, hence 40 junk food commercials on television (and cable TV) from 5 p.m. to 9 p.m. on every channel. The mere fact that they are intruding on my time that I have allotted to entertain or inform myself is bad enough, but to play those noisy, ill-witted and foul commercials so often is beyond my and many others tolerance. That is why I and many others use TIVO on my TV, Ad Blockers on the computer and AntiSpam email programs in admittedly, a not so great attempt at control of the infliction of cerebral congestion and confusion.
Fortunately, some of the Ad Firms have hired new, more forward looking think tank Advertisement gurus. From that never-to-be-identified tank, comes new ways of marketing.
In steps the computer age, completely screwing up the Advertising Moguls party. The issue now is, how to make the change from the Intrusive Marketing to the Social Media Marketing and retain that diminishing advertising revenue. They won’t.
It is a new advertising world, and history shows that dinosaurs won’t survive. The trend for advertising is now moved into Inbound Marketing (IM) which is part of the next evolution in marketing. Let’s compare the standard advertising campaign, intrusive Outbound Marketing (OM) to the new Inbound Marketing.
OM has clients advertising their product in various forms in various medias with the same message. They then repeat that message to the point that WHEN the customer is ready to purchase, there is a fair chance that the customer will think of that brand. If the advertiser has done the job well, the potential customer will seek out that brand to finally make the purchase. In this scenario, you are spending your advertising dollars on potential customers early in the buying cycle and then beating them in the head reminding them of your brand until they finally buy the product from you or your competition.
IM clients will rarely spend any money on customers early in the buying cycle. Instead, they spend money on advertising on those customers that are near the end or are actually looking to spend their money NOW and make the purchase.
The next part of the IM evolution in marketing is Social Media. It is used to find those potential customers that are near the end of the buying cycle. Human nature is such that we want to limit the risk of a bad decision and hence a painful experience so we ask others for advice. Today that advise is often sought through Social Media when we are looking for the supplier of the product or service in question. Again, we are trying to limit the risk and pain.
Once potential customers are that near the end of the buying cycle you want to be using Social Media to confirm their suspicions and choices and buy YOUR product and services.
The last (at present) part of the IM evolution in marketing is Social Media Marketing. This is where you use Social Media Marketing to position your product in the face and eyeballs of the buyer that has the credit card in hand.
How do you use Social Media Marketing…
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Wow… Very forward thinking article. I went to the website, you have really got this SMM figured out. I am adding you to my must read list and will be following and using your thought processes. This is truly innovative and it is one of the best descriptions of the trend I have found on the net.