Social media debate will continue until it enters the DM fold
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Marketing Week.co.uk has become the conduit for those wishing to comment on the marketing merits of social media these past few weeks with the equally committed cheerleaders and detractors quick to point out the failings in each other’s arguments.
A relative avalanche of comments have been posted on the site by the case for and against. Direct marketing has often been placed in one corner of the ring, to social media’s other.
Traditional direct marketing with its emphasis on accountability versus social media’s nebulous engagement objective. Is it a choice between old and new media, and never the twain shall meet?
No, of course, it is not but how to use social media, does it pay and whether the spend on it can be accounted for by sales remains the key question for marketers at present. In other words, can it become more like direct marketing?
Its defenders have been quick to stress that this is not the point, you have to be where the conversations are, and, more importantly, where your customers are. Social media, at present, is that location. What to do next continues to be the defining question for all marketers in the digital age.
Is it enough to be there? To be part of the conversation? To have a fantastically creative platform that engages with customers?
No, suggests a new report from Fournaise Marketing Group, which found that response to marketing campaigns worldwide were down a fifth in the past year. The report concludes that marketers are focusing too much on “creativity” and new media, rather than taking a “pragmatic approach” and focusing on the customer benefits and competitive strengths of their products. The very things that direct marketing is renowned for.
Social media is in its infancy. Marketers are still getting their heads around where it all fits in to the marketing mix. The debates rage about it because everyone knows it is here to stay. The big question, and one which continues to puzzle marketers, is how it can become more like direct marketing.
Until that is answered, expect the arguments to get increasingly loud.
Readers' comments (2)
Keith Trivitt | Mon, 8 Aug 2011 8:00 pm
Interesting proposal, Russell (e.g., that social media must become more like direct marketing to prove its worth). I honestly had not heard some postulate this idea before reading your piece, but upon reflection, it does make a good bit of sense. After all, social media takes a tremendous amount of time, skill and resources for brands to use it successfully, and even then, results and business value are not guaranteed.
I think the issue for many with tying social media back to direct marketing is that DM, in some corners, has a negative connotation to it. In America at least, we often think of DM as junk mail. It's the type of one-way, unwanted communications and marketing that many consumers hate (but paradoxically, is what continues to prop up the US Post Office). In that regard, making the connection between DM and social media could do social media disservice, given the latter's two-way engagement capabilities.
But I do agree with you that despite all the talk, social media is going to have to show clear business value sooner or later. Otherwise, businesses and even consumers will start to move on.
Keith Trivitt
Associate Director of Public Relations
Public Relations Society of America
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Heather Westgate, CEO, TDA | Mon, 15 Aug 2011 10:36 am
Social media brings a wonderful sense of immediacy to our industry, with its potential for real-time engagement between brands and their audiences. But you’re right, Russell – whilst being part of the conversation is essential, it is not enough in itself.
Living in the moment is all well and good, but we also need to make time to step back and assess the value of what we’re doing and saying. The best minds in the industry are getting behind ways to effectively measure engagement in the new world of social media marketing. Once the measurement question is answered, the marriage of direct marketing principles – test and learn, detailed analysis etc. - with social media opportunities will be able to go ahead. That’s when I think we’ll start to see some truly legendary developments. Exciting times!
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