Elephants Are Afraid of Mice Five Social Media Myths Revealed Viewed from Traditional Marketing

Truth is elephants are not afraid of mice and traditional media is still more effective than digital age newbies. 

As context for our story, an early stage B2B service client was determined to test a comprehensive marketing campaign with significant emphasis on social media.  The premise was we would be effective in using Internet marketing along with traditional vehicles to build relationships with prospects in advance of direct sales meetings. 

This core effort was further supported by a significant free downloadable books and business evaluation guides, along with direct mail effort.  Traditional networking continued as well.  The target audience was top executives of middle market companies within a defined geographic area. 

The yearlong test failed to generate any new business for the client and thus was abandoned. While any failure is a composite of several elements, we conclude these are the five primary reasons for the outcome: 

  • The target audience was very resistant to the media used i.e. LinkedIn and Twitter. e-Mail drives and direct mail proved equally ineffective. Generational shift of business ownership may change behavioral disuse or distrust of Internet based campaigns. Further, the vast majority of the target market companies did not participate on either LinkedIn or Twitter.
  • Copy strategy and execution across all messaging was judged strong, tested well in advance of actual campaign but clearly missed the mark of being compelling. We conclude the media was the message, thus the copy failed to initiate a trusting relationship with prospects as expected.
  • While true social media as an advertising medium exchanges high media costs for high human capital costs
    • Operationally, finding and developing social media management required more time than allocated and longer continuity of effort than the client’s test plan afforded;
    • The cost of actionable lists of private company executives was the client’s budget limitations.
  • The comprehensiveness of the marketing campaign exhausted the time limitations of the client’s executive pool to execute consistently. Less may be more.
  • Even thought the test market was well funded, the expected efficiencies of using social media to reach a difficult to reach audience never materialized. Net, the cost of Internet marketing in a B2B environment is equal to or higher than the costs of traditional media campaigns.

 Do you have different stories to tell? Please share.

 

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