By Derek Lackey
There's a lot of talk these days as to which media CMO's should be paying attention to. Is social media marketing better than email marketing or TV advertising or even direct mail?
Advertising is about selling more product. Which media we use depends on WHAT we are selling to WHO. In this "fractured" marketplace we cannot simply hang our hat on a single media and hope to reach our target market. Some consumers are extremely active on email, but do not interact much with TV or social media. Others prefer SMS text messaging, and yes, some still read newspapers (really!) and listen to radio.
Today's marketer has to "listen to their audience" and communicate with them the way them want to be communicated with. We could even ask them which method is most convenient for them. Those who prefer to be left alone can still be reached with passive mass media such as TV, outdoor and radio. Most will tell us by opting-in to our email program or LIKE-ing us on Facebook.
Now that marketers are flocking to Facebook, will the consumer be a lot more selective about who they LIKE? Will they regularly "clean house" by UNLIKE-ing brands that are over-doing it? If you are using Facebook and getting no response, I can assure you it is not because "Facebook doesn't work for your product". When those who you are targeting do not respond to your constant messaging and attempts to engage them, they are indeed sending a clear message. What there is for you to do is change what you are doing.
It all comes down to where your prospects are spending their time and that is in major flux at the moment. TV viewing hours are down. The amount of time on Facebook has dramatically increased. Act accordingly, but most important; listen to your consumer. Be relevant and be appropriate to the media you are using. And don't be in "sell mode" with every message.