Flashback: Are Marketers Approaching Social Media Marketing Like 1.0 Websites?

By Rebecca Murtagh | SMM - Social Media Marketing

Nov 25

A recent survey of BtoB Magazine illustrates what is important to business-to-business marketers in it’s “2010 Outlook”. What is crystal clear is the 2010 substantial focus on social media in the marketing budget.

Could Low Expectations Reflect a Web 1.0 Perspective?

A recent eMarketer report suggests, however, that the expectation of ROI or delivering results is on a different playing field. Marketing typically focuses on results. Yet, this study reveals that was that few marketers tangible results from social media marketing. What are these marketers missing?

“Isn’t this reminiscent of how marketers approached websites and the Internet in the early days?”

B2B Marketers Increase Social Media Marketing Budgets for 2010
B2B Marketers Increase Social Media Marketing Budgets for 2010

eMarketer reports that a mere 15% of marketers cite marketing products and 81% use social media for brand development, customer relations, competitive intelligence, etc. Could it be that marketers don’t yet fully understand social media platforms as a viable marketing medium? Could it be they haven’t quite figured out HOW to drive action and ROI from social media?

Marketers seems to be revealing that perhaps they are still trying to figure out how to leverage the social media landscape beyond social conversations and brand awareness. Of course 1-to-1 relationships are vital to social media success, but marketing must result in a conversion of some sort to generate ROI.

If Dell applied these goals could they have sold $3 million in computers from Twitter alone? I think perhaps not.

I have to say, because I started my Internet career in the mid 1990’s (when websites were owned by the corporate IT Department not Marketing) after many years as a traditional marketer, this is a very stark reminder of how marketers initially viewed the corporate website and the Internet.

How Marketers Viewed Websites in the Early Internet Days

If you weren’t a practicing marketer in the early days, let me fill you in…Websites were considered one-way communications. Essentially they pushed out their message via “online brochures” designed to promote the brand and to “one-up” the competition.

It was only after marketers embraced the website as a marketing medium, like they previously treated direct mail, in targeting customers, presenting calls to action, driving conversion, and impacting the bottom line, that they could justify KEEPING their budgets.

I’m just saying!
(Tell me what you think?!?)

About the Author

Speaker, Author, Entrepreneur, Futurist, CEO of an Award-Winning Consultancy and world-renowned expert. ☆ Your Guide to Exponential Growth in an Enlightened Economy ☆ I absolutely LOVE what I do! The enlightened economy is here. If you aren't continually evolving, you WILL be left behind. I have had the pleasure of working with Fortune 500, Silicon Valley start-up, Multi-national brands, Small Business owners, and everything in between. Today, I am passionate about helping entrepreneurs, businesses and brand-builders JUST LIKE YOU connect what you instinctively know with the latest data and science to build a powerful, sustainable business. Need a break-through strategy to build your business, pivot, grow market share, or increase brand equity? Let's talk. To your success!

  • David S says:

    I think the reason why Social Media is not being used to it’s full benefit in Marketing, and to continue with your “Websites in the Early Internet Days” analogy, the answer is quite simple.

    We can all agree that websites/blogs are now designed/developed within “web 2.0” standards. Not all, but that is another topic altogether. The problem in social media marketing is there is no way to truly capture analytic in Social Media (at this current time).

    Think about it, with all these Adobe AIR RIA’s (Tweetdeck) being used to manage/send out these “conversations” on-line, there is no way to capture any true analytical data used for enterprise marketing.

    The Big Guns in Marketing know this little secret, and a solution to this problem will developed in the near future. Adobe has their fingers in all aspects of Social Media content, you-tube (Uses Flash video player) RIA – Twitter and Facebook Clients (Uses FLEX) mobile devices (Uses Flash Player 10.1) and the list goes on. Adobe knows there is a huge need for True Enterprise analytics in Social Media, this is the reason the plopped down $1.8 BILLION for the Omniture Takeover

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