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Erin Ann McBride is a writer, dreamer, marketer, and blogger.
By day she is a marketing consultant and writer, by night a humanitarian volunteer.
She is the author of "You Heard It Here First," the novella "The Agency," and co-author of "Beyond Perfection." She is the associate editor of "Meridian Magazine," and regularly blogs about the stock market for "The Motley Fool."
You can find her daily at www.erinannie.com.
I shall argue with you only to also validate your argument.
When I was taught traditional marketing I was taught it in the form of the "Three Golden Rules-"
1. Create Awareness
2. Educate the Audience
3. Call to Action
You claim that the steps to successful "new era" marketing are-
1) Cultivate your Brand Ambassadors.
2) Focus your marketing efforts on “influencers”
3) Provide more than coupons.
How is cultivating a brand ambassador any different from creating awareness? Are they not the same thing? And aren't "influencers" nothing more than a way to educate the audience? And you put it precisley when you said they call to action must be more than coupons.
We are not moving away from traditional marketing. We are discovering our shortcomings when we left traditional marketing behind. Social media marketing or "new era" marketing is only made better when we remember the book learning, theory, and tried and true methods of traditional marketing.
As first a marketing/SMM professional, and second as a published author, I agree with many of your points. However, I also feel there are some naive generalities in here. These are all social media 101 ideas. Get on Twitter! Get a fan page! Blog! Use YouTube!
But I've seen first-hand that this does not work for authors without the most important and compelling element-
Too many authors are following these exact steps without a real message. Unfortunately, most of them think, "I'm an author and I write about writing," is a message. It is also an incredibly boring message that does not sell books. Also, joining writing forums does not sell books either- this is assuming that the point of any of this marketing is to eventually sell books. Joining a writing forum is preaching to the choir. It is nothing more than writers talking to other writers. It is not finding the real audience (book readers) and engaging with them. Other writers won't sell your book for you, or even buy it.
Writers need to learn how to develop a marketing message, identify who their target audience is, and engage with them.
No one wants to read another angsty blog/tweet/etc about someone else's writing process. The real trick is to find what interests the audience, and then follow all of the above steps. Otherwise, you are just another writer not being read.