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Judy Shapiro is founder, CEO of engageSimply, a social commerce and direct marketing communications company and is chief brand strategist at CloudLinux. Previously, Judy has held senior marketing positions at Paltalk, Comodo, Computer Associates, Lucent Technologies, AT&T and Bell Labs. Judy is also a regular contributor to AdAge.com DigitalNext section, HuffingtonPost and her blog, Trench Wars, a top small business blog, provides insights on how to create business value on the internet.
Indeed - both of you are right.
Big companies were caught completely off guard as the social revolution swept over thier shores ... And sadly thier agencies were in no position to help.
Most new business stages have a ten year cycle - so we got 5 years of growing ( at least) to do...
I love comparing notes given the diversity of experience between us – I grew up in a large agency, moved to large corporate America and then spent last 10 years in much smaller tech companies. I agree on some points – disagree on others…
I agree with you that many behaviors can be tracked in social. My point was more focused on how hard it is to track the business outcome. For instance, the business of measuring the value of a Facebook is highly flawed as I wrote in Ad Age: "What's a Facebook Fan Really Worth to Marketers" http://adage.com/article/digitalnext/question-a-facebook-fan-worth-marketers/144437/. This applies to many social media tactics – Twitter, LinkedIn… You can track behaviors – but drilling down to a business conclusion is very difficult at the moment.
Now onto the notion of effectiveness of traditional media. My experience has taught me a different lesson than you. It taught me traditional drives business for all types of companies – large and small. Traditional advertising built the major brands but it also built small companies via newspaper, radio and direct mail – easily accessible to smaller companies.
The problem is not that traditional didn’t work – it was that either it was hard to track or too expensive to maintain. Social marketing provides a potential answer to that problem.
I will end with the point where we agree – bad marketing is bad marketing. Traditional marketing tactics are more familiar so they tend to be better crafted. In the new wild west of new marketing – there are many many many (get it) bad practitioners out there. You are correct – they don’t know a good site from a bad. A good CTA program from an silly outreach. Businesses bear the cost of this incompetence. I hope this becomes less of an issue as social matures.
Agree fully - the checklist approach looks good on paper but delivers scant business results. That mentality is borne of a lack of depth... but it what people do when they dont know what to do :)
Hmm -interesting perspective and I agree to a level. "Traditional" advertising was tough to track versus direct marketing....
But your point about digital being more trackable is true most specifically only for banner ads. I would argue that ROI for social marketing is not as clear cut, e.g. What's a Facebook fan worth?
Nor do I agree that traditional has not worked well. In fact, it worked very well to build major brands because it was the main game in town...
The digital future is around the mashup of social, content and commerce. Traditional media becomes a supporting players in that mix.
Thanks for sharing. Judy
Well done Jack! For reasons that stump me often Pharma folks are the last ones to adapt ... when IMHO they should be the first! I hope you are having as much as I am ...
Thank you Hank ... It is wonderful that many of us are beginning to mesh the two - it is never an either/ or between digital and traditional. But the engine now is shifting from a 4 cylinder kind to an 11 cylinder engine.... More fun to drive - all around ;)