Although the slowdown is taking a different shape in different industries, much of our economy today is digital, including the way in which sophisticated consumers are researching purchases, reconnecting with distant friends, expanding business connections, and seeking value and opportunity. Makes perfect sense that marketers –would flock to where their clientele are hanging out online, participating in social media and shopping.
What do marketers need from the social Web?
Adding social media to the marketing mix is no longer the novelty it was a mere 18 months ago. With a relatively low barrier to entry and even lower price tag, suddenly online media is taking on the appearance of a feeding frenzy. Plus it’s noisy, so you need a plan.
Use the “five needs” that online media meets to help you shape your plan. Scale, Target, Measure, Adapt, and Cost
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I often used these phrases in marketing copy and found that it was easy to say, and hard to make sure it got done. Speaking generally, it may not even be in the best interest of the client. Sometimes objective counsel requires looking from the outside in, rather than from the inside out.
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