Is print dead? Newspapers? Magazines? Books? Have we trained generations to respond and engage solely with pretty pictures, snippets of information filtered by hash tags? After all, our middle school aged son has not one textbook while our high school daughter has just 2. One could ague that reading everything online is “green” and is the wave of the future. But are books, newspapers and magazine passé? I don’t think so. As a matter of fact, many publications and publishers are seeing an increase in readership. Maybe I am just old-school. I do believe all media outlets have value. YUP! Old School! Guilty as charged.
Do not get me wrong. I can appreciate a good APP and definitely find value in brand driven content. After all, I make a living integrating and managing social media for small businesses and professionals. My work in social media and digital marketing reminds me of one very basic fact every day. Through the years, the principles of marketing have not changed – just the vehicles have.
Don Draper would be so proud. As a culture, technology has conditioned us to seek information electronically 24/7. And roughly 75% of the time, this information is viewed in the palm of one’s hand. Adweek calls this the “catch-as-catch-can” approach to absorbing the world via any screen visible: smart phones, TV’s, computers – you get the drift. Because I am a marketing junkie – who knew I was such a geek – I can appreciate this and find changes to the habits of our culture fascinating.
Applying this to idea to social media and digital marketing is simple. Marketing is all about getting your product or services in front of the right consumer. Advertising works to entice the consumer into taking action. Technology has provided marketers with access to incredible information. Information is power! And, it is an aphrodisiac. Every time you LIKE, SHARE, LINK or BUY, you are providing information about your interests and habits to marketers for interpretation through Google analytics. Think about it. The ads that appear in your feed or email are directed to you on purpose. These ads are defined by your age, occupation, lifestyle and just about anything else you divulge as you engage in cyberspace. To younger generations, having everyone know your story is commonplace. The young feel everything is up for grabs and there is no need for privacy settings or boundaries. While the over 50 set, feels quite the opposite.
If you are in business today, both a social media and a digital presence are imperative. But social media cannot do the job alone. Remember – the basics of marketing have not changed but the delivery systems have. Consumers still want great information that is relevant and important to them. But this gets tricky as not every platform is right for every business. Print, TV, radio, digital online platforms will have different target audiences. Pick and choose wisely in order to create a comprehensive well thought our plan of action that supports your company’s mission.
What is your business doing to enhance its digital personality? How will your business reach your customers effectively? The team at Mary Rau Public Relations offers marketing services to small business. For more information, email Mary directly at firstname.lastname@example.org
All rights reserved: Mary Rau Public Relations, 2015. Photo credit to Purple Clover.