In the age of social media, the marketing world has evolved from traditional to digital, from manual to automated. Arguments can be made for the strength and resilience of both marketing types, but everyone can agree that with any sort of marketing, you need a good strategy to get the best results.
According to Software Advice, “nearly all buyers (98 percent) are looking for dedicated marketing automation software for the first time, and nearly half (47 percent) are still using manual methods.”
The clock is always ticking, so in order to improve, you must keep up with the constant changes in marketing.
Here is a deeper look at the two different practices:
The word traditional usually refers to something that has been long established and passed down from generation to generation. In other words, a pretty old school way of marketing. Email marketing and content management are two traditional strategies for marketers, and in terms of execution, this might translate to pen and paper planning and Excel spreadsheets. This can be time consuming, a little expensive, and quite tedious, but these old school techniques are still common among many professionals.
Based on the data, 47 percent of buyers (nearly half!) still use manual marketing methods, while 9 percent use nothing at all.
The new era of digital marketing continues to evolve through social media, videos, pay-per-click ads, and mobile-first strategies, all of which require a level of complexity that traditional methods just aren’t equipped to handle. Furthermore, the buyer’s journey is increasingly complex, and these different channels need to be integrated for the best customer experience. The days of tracking marketing on a single spreadsheet are over.
According to Software Advice, many prospective buyers (a combined 98 percent) are seeking a marketing automation tool for the first time. However, according to a survey by marketing automation startup Autopilot, 44 percent of marketing professionals in the U.S have no idea what marketing automation is.
Most surprisingly, only 15 percent of marketers request lead nurturing as a feature in marketing automation, 9 percent for mobile integration, and 4 percent for social media.
Meanwhile content, email, and drip campaigns remain top of the list. Clearly the old school marketing strategies still win out.
However, the fundamentals of marketing haven’t really changed. In fact, automation allows marketers to fit new methods into their existing marketing framework.
Mixing the Best of Both Worlds
In the same way that marketers can nurture leads through drip emails and targeted content, social media allows for personalized, highly targeted interactions with leads. Marketers can adapt the “light, medium, and heavy” touch model of other marketing campaigns for social media, by reaching out to a new prospect and following up over time through public posts and direct messages.
Furthermore, when integrated with other channels, social media becomes a great source for filling the marketing funnel with new prospects. At Socedo, we’ve put a lot of emphasis over the past year on the quality and quantity of data we provide with the leads our platform discovers. We want marketers to continue interacting and nurturing their leads after the first touch on social media. For example, Twitter might be a great place to establish a connection, then marketers can use lead data exports to follow up with their prospects in a traditional email campaign, or rather, they could target them for display ads. All of this can be accomplished through an integrated marketing automation platform.
No matter what, marketing will always be marketing. It will always take time and effort to turn ideas into greatness, but in order to do accomplish your goals, you need to evolve your strategy alongside a shifting buyer’s journey.