Business circles are a buzz about social media right now, not surprisingly since these tools are much more cost effective than traditional marketing functions and in many ways more targeted.
However, it is important to remember that social media is simply a component of an effective marketing strategy. It should not be your only one because not everyone is active in these online forums even if they have a presence.
The best marketing campaigns are still the ones that build on the basic marketing foundations of product, price, promotion and place. Once you know these basic components your message should be the same across each delivery point.
Great marketing efforts leverage different channels to build interaction with clients and prospects across various touch points. Incidentally, interactive marketing, according to Forrester, is expected to reach nearly $25.6 billion in 2009.
Campaigns that promote interaction across both traditional and online marketing are sometimes called hybrid campaigns. By reaching out to people in different ways, your company builds stronger brand awareness. By interacting or encouraging interaction in all forums, you enhance loyalty. Witness IBM whose campaigns typically combine traditional and online marketing.
To encourage interaction you should: interact and contribute, build your community strategically, be geniune and timely and look for opportunities to add value.
When it comes to marketing and social media in particular, you should never put all you eggs in the one basket.
Thanks to Sunblossoms for the image.