Comments on: Direct Marketing vs Social Media Marketing

By: Amy Bamberger

Amy Bamberger — Sat, 22 Nov 2008 16:32:44 +0000

Market to people the way they want to be marketed to…oh, you don’t know.

SoMed and DM work together to create a 360 program. Start with direct mail (still the only tool that is almost 100% touched and scanned by recipients) – with the call to action sending to a purl or micro site or BRC maybe. Email follows once it’s in-home. How did the recipient respond – link on email? go to purl? phone? no response?

If they went to the purl or link we have started the 2-way conversation with them (and every move is trackable). They get to give us feedback and tell us how they prefer to be marketed to. As we build the community information maybe an on-line community gets built maybe not. The information or lack of sends a triggered response based on logic and the circle starts again. We learn more and more as we go along and are getting and giving better information.

In talking with agencies, I’ve found that the DM group and the New Media groups are in different silos and don’t talk – a mistake. I suspect they don’t know how to talk to each other. It’s our job to be that bridge.

Kind of simplistic description but it’s too easy to get caught up in the ugly stuff. That’s what developers are for. Keep the carbs (aka sugar) and red bull stocked – that’s what I say.

By: Kees Winkel

Kees Winkel — Tue, 08 Jul 2008 12:55:04 +0000

Hi,
I’m a research fellow at the readership cross media content, university of applied sciences Utrecht, the Netherlands. Can you please give me a plausible definition of the word ‘breath’ in relation to social media?

Kees Winkel

By: Lee Odden

Lee Odden — Wed, 28 May 2008 17:04:05 +0000

Thanks Michael.

Demographic is tougher nut to crack online than with offline marketing because the quality is often unreliable.

Behavioral marketing is where online and social media advertising innovations are making up for poor demographic targeting performance.

By: Michael Gama

Michael Gama — Wed, 28 May 2008 16:57:29 +0000

Good points, though I believe we need to be careful, as well, in our embrace of “new media.” The reason here is that the seduction is to confuse the (new) media with the actual “thing.” Years ago I sat in countless meetings in which the new phenomenon of the Internet was being pitched. The fervor approached white heat proportions. I often found myself asking uncomfortable questions such as, “But where do the profits come from…how do we get paid?” The answer too often came back: “It’s the INTERNET!” (I discovered this to be related to the old saw, “If the music’s too loud, then you’re too old!”)

Fortunately, though bruised we’re wiser now.

So, as we move to embrace and employ strategies such as social media (and the as yet unforseen tools to follow) we always need to remember what brought us to the party in the first place — the customer and the making and maintenance of a long-term, reciprocal relationships. That’s static, all the other stuff can change. Once again, Nicholas Negroponte is proven correct: we need to imagine and anticipate how our products and services (and communications channels) may change once they’re digitized. But, of course, Theodore Levitt before him, remains correct and fundamental, as well: customer-centricity vs. product-centricity is the key to success.

Finally, I see social media as simply an extension or evolution of traditional direct marketing, and one which simply moves direct and one-to-one (reciprocal) marketing a major and exciting step forward. Again, the same stuff, just digitized. (See Being Digital, Negroponte and Levitt, The Marketing Imagination).

(Really) finally — I really like your description of both the DM and social marketing steps — very helpful. But remember, there’s also a demographic element here in that for some cohorts an exercise in social marketing would be an expensive waste — and similarly, traditional DM marketing to their children (or grandchildren) could be a parallel waste!

Thanks for a very informative article.

Michael

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By: Walt Goshert

Walt Goshert — Thu, 01 May 2008 20:13:10 +0000

Interesting post Lee

Seems like the key is the transition point from building relationships via social marketing to exposing these people(prospects) to your direct marketing funnel.

A smooth and transparent transition is crucial or you’ve pretty much blown the social relationship you’ve built.

If the transition is too early, too hyped, too awkward, your killer direct marketing no doubt suffers.

Secondly, sure you can test and track the metrics on the direct marketing side. Now, as marketers, we need tools like the previously mentioned ViralyticMedia to make sure ROI metrics are in place on the social marketing side.

Hey, if the numbers work, why not blend the two?

Walt

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By: Sue

Sue — Tue, 29 Apr 2008 08:34:30 +0000

See what this former auto boss has to say about how his industry sector is failing to make good use of social media techniques.

http://www.e-clipsblog.co.uk/2008/04/08/taking-a-fresh-look-at-online-marketing-in-the-auto-industry/

By: Andy Headworth

Andy Headworth — Wed, 23 Apr 2008 08:50:18 +0000

Fascinating post Lee. As with a few other comments, social media has increased traffic for me, but we will only see over a longer period of time how effective SM really is. DM can quote chapetr and verse when it comes to stats, but then again they have the history. It will be interesting to see where SM is at in a few years time.

By: Lee Odden

Lee Odden — Tue, 22 Apr 2008 08:52:53 +0000

Exactly Barry and Donna, they can work together.

Kim, I am not familiar with that company but will check them out.

By: Lee Odden

Lee Odden — Tue, 22 Apr 2008 08:51:10 +0000

Chris, social media traffic isn’t meant for conversion. Exposure on social media channels gives exposure to publishers and blogs, should they re-post or write about what they experienced, will indeed send traffic that converts.

The blog ranking post is as much speculation as toolbar data and Google Analytics data. There’s no way to prove it. There’s also no reason not to attract plenty of RSS subscribers. It creates non-Google dependent traffic, which is a very good thing.

By: Chris Lang

Chris Lang — Tue, 22 Apr 2008 01:37:06 +0000

Great article. I would be interested in your take on how social marketing traffic converts. While I have doubled my traffic with social marketing and upped my Google rankings I do not see a high conversion rate.

Also since you blog I think you would me interested in how Google really ranks blogs, way different than static websites.

http://www.keywebdata.com/?p=71

Cheers! = Chris Lang

By: Barry Hurd

Barry Hurd — Mon, 21 Apr 2008 19:09:33 +0000

Having spent a lot of time in the direct marketing field, I really don’t think that this is a VS. situation – rather an opportunity to educate marketers how to connect campaigns between both worlds. I think this is actually more true in the European marketplace, but they seem to be more accepting of the social media learning curve.

By: Odlewnia

Odlewnia — Mon, 21 Apr 2008 08:03:20 +0000

Direct Marketing is easy if you know who your targets are. But it usually cost a lo compared to social media marketing.

By: Russ

Russ — Mon, 21 Apr 2008 01:03:09 +0000

while my experience is limited as I am newer, I learn a lot by reading your blog. With my short experience I belive it takes both to reach out to all areas. Takes it all to make a whole.

By: Donna

Donna — Sat, 19 Apr 2008 13:59:26 +0000

I am working on building traffic to my online store for tie-dye clothing. I am working on marketing through social networks, but as a small business owner, this is very time consuming. Traditional marketing is more costly, but I plan to incorporate some of these tactics for a shorter term response. I think, in the long run, social networking might work out better due to the target audience already having an interest in the blogs, etc. that they are reading, whereas, many people have trained themselves to ignore flyers, advertisements etc. I don’t think social networking has to be at odds with traditional marketing because they both are very different and come about marketing in different ways which will most likely have a positive affect on a greater number of people.

By: Travis

Travis — Sat, 19 Apr 2008 02:01:57 +0000

I have absolutely no experience with either method, but it seems as though social marketing would be the clear winner. It relates more to the individual, and in most cases the user/surfer will discover your profile/page/whathaveyou. Compare this to direct marketing where you’re hunting down and attacking your potential user. Which one would you prefer?

By: Federal Watch

Federal Watch — Fri, 18 Apr 2008 23:04:57 +0000

Direct Marketing is easy if you know who your targets are. But it usually cost a lo compared to social media marketing. Also direct marketing is only good for a small area unlike in social media marketing wherein the coverage area is greater and wider.