Tag Archives: Digital

The case for real!

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I think I understand the difference between Online Marketing and Social Media… or as someone recently pointed out to me… not Social Media… but Word of Mouth (WOM). I guess we’re finally starting to enforce some nomenclature :)

Online Marketing which takes traditional marketing but makes it web ready evokes this reaction:

IHateFakeNotifications

 

Social Media … or as it’s now being referred to, WOM evokes this reaction:

JetBlue

 

 

The difference? One broadcasts, manipulates and parades as butter when we all know it’s a version of. One uses humans, social tools to facilitate and enable… think; community managers, brand evangelists or better yet the public who fall in love with your brand – brand fanatics. Truly – there are people out there with a gift for building, nurturing and growing a community! We’re not saying throw everything else out… we’re saying that if something’s worth doing, it’s worth doing right! And getting WOM right as part of your marketing plan is ridiculously powerful.

I remember asking several people who appeared amazing-at-life a few questions including: If you could talk to yourself at 20 yrs of age, what would you say? – one response still rings true: “Buy your weaknesses, sell your strengths!”

If you’re looking to hire some really great and truly social types who absolutely get WOM. You want to chat to Barry Furby of Fresh Resources.

Recipe for success?

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Rude Tube – a program that airs on British TV that features the most viral YouTube videos for the non digital audience. Channel 4 (UK) is now set to air all long content on YouTube. GoogleWave (currently in very beta phase) is being deemed as the communication and collaboration tool set to revolutionize how we engage and converse… again.

This and a conversation I had a couple weeks back got me thinking; what is the ideal marcomms mix? Social definitely has its place at the table, but then so does; digital and traditional for that matter. Digital is anything you do online that doesn’t facilitate a conversation although some consider social media in the digital bucket. . Traditional marketing absolutely has a seat at the table but I think the creative content and execution of it has considerably stepped up its game.

Each of these vehicles on their own are very cool and bring merit in what they can offer… but real magic happens when you consider all three as part of one holistic plan.