Throwing Out the Baby with the Bathwater


No doubt, social media is hot; it’s the next big thing (or maybe even the current big thing…). But like the promise of mobile advertising I have previously discussed, social media platforms are still struggling to find their (marketing) voice.

For those of us consumers and marketers interacting with these new digital platforms on a daily basis, it is easy to forget that there is a whole audience out there that is not enthralled by Facebook, Twitter, or even the Internet. And this audience goes about their lives, buying things, creating life memories and dreaming of the future… many even with significant success.

This thought was recently expressed in Deliver, a web and analog publication created by none other than the US Postal Service. While it must be acknowledged that this entity has a dog in the race, the commentary was nonetheless timely and accurate.

Among the points made were:

  • 69% of Americans surveyed didn’t even have a clue as to what “microblogging” is.
  • Only 46% of all adults belong to a social network or post regularly to a blog
  • 76% of Internet users who purchased an item or service online were at least partially influenced by direct mail (you knew that was coming…)

So before we cry for those who have not yet seen the wisdom of putting all of their eggs in the social media basket, remember that the old marketing wisdom of approaching prospects on multiple communication levels still has some legs. Exclusive use of emerging media platforms does work for select businesses, but most mainline business benefit most by mixing it up with a combination of traditional and social media.


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