Comments on: Successful Social Media Marketing http://social-media-optimization.com/2006/11/successful-social-media-marketing/ Merging of Traditional Media, SEM and Social Marketing Fri, 30 Jul 2010 12:26:52 -0600 http://wordpress.org/?v=2.9.2 hourly 1 By: Successful Social Media Marketing | Search Marketing Basics http://social-media-optimization.com/2006/11/successful-social-media-marketing/comment-page-1/#comment-486 Successful Social Media Marketing | Search Marketing Basics Mon, 27 Nov 2006 19:15:24 +0000 http://social-media-optimization.com/2006/11/successful-social-media-marketing/#comment-486 [...] Original post by David Wilson and software by Elliott Back [...] [...] Original post by David Wilson and software by Elliott Back [...]

]]> By: David Wilson http://social-media-optimization.com/2006/11/successful-social-media-marketing/comment-page-1/#comment-485 David Wilson Mon, 27 Nov 2006 16:09:06 +0000 http://social-media-optimization.com/2006/11/successful-social-media-marketing/#comment-485 I agree to some degree Sherwood. PPC targets people who are actively searching for your product or service, while traditional adverting is more passive; building awareness of your brand or service. A problem I see with a lot of online marketing plans is that because they are 100% focused on PPC, they are only reaching the active searcher. Adding a social media component to the mix allows marketers to reach both active and passive audiences giving them the benefits of both traditional media and PPC advertising. I agree to some degree Sherwood. PPC targets people who are actively searching for your product or service, while traditional adverting is more passive; building awareness of your brand or service. A problem I see with a lot of online marketing plans is that because they are 100% focused on PPC, they are only reaching the active searcher. Adding a social media component to the mix allows marketers to reach both active and passive audiences giving them the benefits of both traditional media and PPC advertising.

]]> By: Sherwood http://social-media-optimization.com/2006/11/successful-social-media-marketing/comment-page-1/#comment-484 Sherwood Mon, 27 Nov 2006 13:47:56 +0000 http://social-media-optimization.com/2006/11/successful-social-media-marketing/#comment-484 Gates's question suggested that purchasing (and therefore marketing) are entirely driven by rational decision making. I need a new garden hose, so I search for "garden hose." But marketers like Deutsch grew-up in a world where their services were called upon to create demand, not just respond to it. Nobody needs a pair of Diesel jeans or an iPod the way they need a garden hose. They're not purchases that respond to a rational need, or even a known need. If you have a known product with solid demand, than using PPC to respond to existing demand makes sense. But if it's a product where demand must be created or provoked, you need traditional advertising with all the branding and eye candy that agencies love to create. The winery is a great example, although it leans more towards PR, doesn't it? Gates’s question suggested that purchasing (and therefore marketing) are entirely driven by rational decision making. I need a new garden hose, so I search for “garden hose.”

But marketers like Deutsch grew-up in a world where their services were called upon to create demand, not just respond to it. Nobody needs a pair of Diesel jeans or an iPod the way they need a garden hose. They’re not purchases that respond to a rational need, or even a known need.

If you have a known product with solid demand, than using PPC to respond to existing demand makes sense. But if it’s a product where demand must be created or provoked, you need traditional advertising with all the branding and eye candy that agencies love to create.

The winery is a great example, although it leans more towards PR, doesn’t it?

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