There’s no denying it, social networking has transformed the way people communicate. What was once a platform for online conversation is now the source of all conversations and few people live their lives without some attachment to social media.

Social networking is a marketeer’s dream, providing those in the industry with a vehicle for broadcasting their message to the masses.

Most businesses have adopted a social media strategy of some kind, recognising its power to connect with and nurture customers.

What has happened to traditional marketing tools such as direct mail, email marketing and telemarketing as a result? Not surprisingly, they have lost popularity as businesses invest greater resources into online communication and messaging.

But is this a wise move?

Can a business really reach all of its customers and potential customers by focusing on social media alone?
Are they missing a trick?

My view is that they are indeed missing out by following such a one dimensional approach. Older marketing methods can be just as powerful as they always were and continue to play a valuable role in today’s marketing. The challenge is to ensure these are executed in the right way to achieve the maximum impact.

Many business owners latch on to LinkedIn , Facebook and Twitter in panic. But just because their popular mediums it doesn’t mean every campaign should be launched via social media. Customers are all different and will respond differently to various marketing approaches.

It’s impossible to give an accurate figure about the influence social media has over buyers, as some have in the media. The buyer’s journey is complex and involves a number of influences, none of which are exclusively one medium or another in my opinion.

Social networking should never be regarded as a guaranteed sales channel. Direct mail and other traditional forms of marketing have their place today and can still be just as effective.

People have become so used to emptying email trash, that receiving a letter or leaflet in the post can have real novelty value. It can also steal their time in a way that social media can’t.

Effective marketing incorporates a range of media channels. Businesses should co-ordinate their brand awareness and message delivery across social networking, email, direct mail, websites and telemarketing.

Collecting statistics on which of those generate the best response will help guide future marketing activity.

If you would like to read more about how to measure your marketing/advertising campaign success, read my blog The £145K big advertising gamble.

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