Amidst all the online buzz and opinions, the importance of strategy continues to bubble to the top of the boiling pot. While there are several business approaches – whether its B2B or B2B – the commonality in the approach is in the development of strategy that support business and marketing objectives. Awareness, lead generation and loyalty all require different sets of strategies. Certainly there are common threads, but each approach is focused on generating a unique set of behaviors.
Social media strategy, email, blogging, SEO, and so on ad infinitum must all support specific objectives or desired outcomes. Using a combination of traditional and online marketing to help accomplish overall objectives can generate great results. The approach I recommend is simple. (A) Identify your marketing objectives (for example: greater awareness to drive web traffic) (B) Plan a campaign that uses both traditional and online marketing (for example: obtrusive ads on cars and social media – specifically social networks to drive people to the website) (C) Measure the conversations and responses. (D) Make adjustments.
Think Apple’s approach – TV ads, online ads on facebook, print ads in the NY Times, emails and more – all leading you to the apple store or website or to the iTunes store.
I got so worked up about this – we went out in our famous alley and got some video clips of me ranting for you to watch:
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Loved the short video message, spot on
Comment by Jay Deragon on November 6, 2008 at 3:08 pm