Virtually Knoxville
Comparing Traditional Marketing with Social Marketing:
Comparing Traditional Marketing with Social Marketing:
a few excerpts from John Miller’s, “Marketing 2.0 Hits a Tipping Point.” This article was featured in the CMO Council’s Marketing Outlook 2008 study.
Gaining the Prospects Attention
* Traditional Marketing uses push marketing tactics, such as cold calls and unsolicited email, that work but only if they interrupt the customer’s attention.
* Social Marketing uses “behavioral marketing” techniques to engage when and how consumers want, in direct response to behaviors and buying signals.
Controlling the Message
* Traditional Marketing, markets to prospects. Marketers attempt to control the message as well as the customer’s buying cycle and agenda.
* Social Marketing, customers interact with each other, and marketers nurture passion and engagement from their best customers – marketing with prospects.
Measuring ROI and Accountability
* Traditional Marketing was characterized by a severely limited ability to demonstrate ROI and marketing accountability, which led to the perception that marketing is a cost center.
* Social Marketing gives marketers the ability to measure the bottom-line impact of every marketing activity, to quantify the impact of changes to marketing budgets, and to demonstrate marketing’s impact on revenue.
Today’s business lives in a world where traditional marketing practices are no longer acceptable.
Consumers:
* Don’t want to be interrupted
* Have found ways to screen out, throw out and tune out unwanted marketing messages
* Use online tools and techniques to seize control of their buying process
* Seek out the information they want when they want it
a few excerpts from John Miller’s, “Marketing 2.0 Hits a Tipping Point.” This article was featured in the CMO Council’s Marketing Outlook 2008 study.
Gaining the Prospects Attention
* Traditional Marketing uses push marketing tactics, such as cold calls and unsolicited email, that work but only if they interrupt the customer’s attention.
* Social Marketing uses “behavioral marketing” techniques to engage when and how consumers want, in direct response to behaviors and buying signals.
Controlling the Message
* Traditional Marketing, markets to prospects. Marketers attempt to control the message as well as the customer’s buying cycle and agenda.
* Social Marketing, customers interact with each other, and marketers nurture passion and engagement from their best customers – marketing with prospects.
Measuring ROI and Accountability
* Traditional Marketing was characterized by a severely limited ability to demonstrate ROI and marketing accountability, which led to the perception that marketing is a cost center.
* Social Marketing gives marketers the ability to measure the bottom-line impact of every marketing activity, to quantify the impact of changes to marketing budgets, and to demonstrate marketing’s impact on revenue.
Today’s business lives in a world where traditional marketing practices are no longer acceptable.
Consumers:
* Don’t want to be interrupted
* Have found ways to screen out, throw out and tune out unwanted marketing messages
* Use online tools and techniques to seize control of their buying process
* Seek out the information they want when they want it
Comment
About
© 2009 Created by Kevin Crisp on Ning. Create a Ning Network!
You need to be a member of Virtually Knoxville to add comments!
Join this Ning Network