Dear Traditional Marketers,
Let’s be friends.
Look, we know that social media is exciting. It’s new. It’s really interesting. Yes, it’s changing how we reach people, but it’s not replacing all other forms of marketing.
A lot of social media experts, gurus, and assorted web-enthusiasts are so gung-ho about social media that they’re bashing all other forms of communication and marketing. They’re claiming that social media will make all other media irrelevant.
We don’t think that’s very nice. It’s not very smart, either. Social media is just one spoke in the wheel of a smart campaign. Advertising, PR, Event Planning, Promotions—those are important spokes as well.
The best media is the media that fulfils actual client strategies and reaches the right audience. If that’s social media: great. If it’s a direct mail campaign: great. If it’s a blimp floating above the Super Bowl: great.
Social media is a great complement to any campaign. It can amplify and clarify traditional vehicles and it can enable review and measurement of those vehicles. But if it’s the only line item in the media plan, that media plan is woefully anemic.
As marketers, we’re all after the same goal: to make our clients successful. We won’t be able to do that unless we drop the silos and put all of our media options into the same, integrated plan.
So, let’s work together. We’ll all do better, and so will our clients.
Let us know when you want to grab a coffee—our treat.
Sincerely,
The Spring Creek Group
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