Skip to content
  • Digital Marketing
International Branding Online

International Branding Online

International Branding Blog – Conneting brands to the universe

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Toggle search form
  • Fever-Tree Branding
  • Brand Identity & Architecture Branding
  • Thanksgiving Portmanteau Branding
  • Global Competition & The Increased Importance of Carefully Crafted Messaging Branding
  • Marketing Planning Branding
  • How Too Few Choices Impact Brand Success Branding
  • Chase Branding
  • My 3 Words for 2023 Branding

Social Media & Digital Marketing

Posted on March 15, 2023 By aathif No Comments on Social Media & Digital Marketing

I am an older guy. I was on the forefront of the revived brand management movement in the mid-to-late 1990s. And I have ridden it out until the present. I was also an early user of the Internet – going as far back as 1976 when it was primarily a military communication vehicle (ARPANET). Further, I was on the ground floor of coding, learning Fortran, COBOL and basic assembler language in college. When I was at Andersen Consulting (now Accenture) in New York, I was an expert in reading binary code, hexadecimal code and core dumps to identify coding errors. I had an online newsletter before there were blogs and I started a few of the first marketing-oriented blogs. And, I have kept up with web design, SEO, content marketing, social media marketing (Google, Facebook, et al.), digital marketing, mobile marketing, CRM, data analytics, email marketing, marketing automation, CTV/OTT, geofencing, retargeting, podcasts, YouTube channels, etc.

I share this background to indicate that I am grounded in both classical marketing and branding concepts and techniques and the most recent tools and advances in social media and digital marketing. I am not just speaking from one of these two perspectives. And I am not a luddite.

Here is my point. Social media and digital marketing are overrated. Brands and enterprises have become over reliant on them. Why? They are modern – the latest “shiny objects.” They are relatively inexpensive. And, most importantly, you can track and measure their results (which cannot be said of many other marketing components).

However, while they have their place in the marketing mix, here is what they continue to lack – the human touch, relationship building, peer-to-peer marketing, real world publicity stunts, and the power of a good salesperson to close a sale.

Yes, over time, blog posts, podcasts and YouTube and Vimeo videos can create a certain level of trust, emotional connection and thought leadership. And, there are ways to make digital content go viral, especially to an extent that cannot be achieved otherwise. However, more “high touch” marketing tactics must be kept in the marketing mix to create a truly integrated and powerful marketing campaign. 

When a person only knows how to use a hammer, everything looks like a nail. When marketers only know social media and digital marketing, the primary marketing vehicle becomes digital by default.

To have a fully rounded marketing campaign that is highly effective, generally you need the following marketing components: target market definition and segmentation, marketing research for customer insight, marketing strategy and plan development, graphic design, videography, copywriting, media planning and placement, media relations and publicity and social media and digital marketing expertise. 

I have witnessed more and more companies with limited resources relying solely on social media and digital marketing to achieve their marketing goals – often with lackluster results. This is not always the case, but it is often the case. 

If I were to start a marketing campaign with very limited resources, I would start with media relations and publicity including proactive publicity and carefully crafted publicity stunts. In today’s world, this would include social media and digital marketing. But social media and digital marketing wouldn’t be the only component of such a campaign.

So, my core message in this blog post is that while social media and digital marketing are likely to be components of your integrated marketing campaign, they should not be the sole or dominant components of that campaign. 

Branding

Post navigation

Previous Post: The Critical Link Between Fame And Brand Story
Next Post: Silicon: Technology Powering Business – Tech Trends in 2023

Related Posts

  • inflation, shrinkflation, and skimpflation Branding
  • Procurement and Partnership Branding
  • DEAD ALIVE Branding
  • Generation novel: How to engage the new post-pandemic customer Branding
  • Brand Promises And The OGSM Framework Branding
  • Returning to the Office Branding

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • Online Branding Education
  • How to Cultivate Customer Empathy in Experience Design and Innovation – A Conversation with Janelle Estes UserTesting
  • One Brand Strategy For Revenue Growth
  • AI Written, AI Read
  • Why LifeSCALE Should Be On Your Spring Reading List

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Why Every Brand Portfolio Needs A Strong Corporate Brand Branding
  • Is Your Brand Meaningfully Different? Branding
  • AI Generated Marketing Content Branding
  • Brands and the Digital World Branding
  • Tanqueray Branding
  • Generation Alpha Branding
  • Brian Solis Keynotes Industrial Grade Innovation Conference Hosted by The Association of Union Constructors Branding
  • Positioning Product Brands Branding

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews. Copyright © 2022 International Branding Online.

Powered by PressBook News Dark theme