Value: [rating=4]
Our commentary: eConsultancy commentator, Matt Owen, writes "...traditional media is still huge and it"€™s concerning that some of the hype surrounding social media could eventually be doing more harm than good for businesses".
Just as some businesses are still very slow to take social media seriously, the path runs two ways and there's no advantage to ignoring traditional media. Social media is not a magic marketing pill - nothing is. So what's the story? Integration - the expanding usage and growth of one media does not mean a decline in another.
Marketing implications: It's integration, and understanding what you are using social media for. Marketers need to remember that while there is massive potential the emphasis now needs to be on integrating successfully with other marketing channels and creating a multi-channel presence rather than disparaging the effectiveness of other channels. As Owen notes: "If we make the mistake of competing against ourselves then we"€™ve already lost".
Recommended link: Why social media needs to learn the marketing basics
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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