In today’s “new” age marketing everything is basically everything accept being traditional. Aren’t we marketers are hoping (and working) towards developing strategy(s) and channel(s) to reach our target audience more effectively, and in the age of marketing budget cuts definitely more efficiently. Of course I debate of the fundamentals of marketing every time and believe the fundamentals of marketing has not changed. I would agree that it has been evolving and in certain case due to the emergence of strong digital medium it has been revolutionized, however the core of the marketing is still to attract the target audience.
The term new age marketing is being extensively being used and today I would like to share an exemplary article by Heidi Cohen on how we can make our PR more effective and don’t forget more efficient using the new age tactics of marketing. The article further accentuate some importance of various sources, including news-oriented sites, such as Yahoo, Google News, the Drudge Report, CNN, and "The New York Times"; and social media, such as blogs, Facebook, and Twitter.
It also links to how to use Social Media Press Releases to expand the forms of information provided to enhance your potential for being covered. Another interesting aspect that this article talks about it, however not emphasized much is “conversation”. The importance of Social Media and its effective usage is directly linked to the ability of making a press release or for that matter any talking point into the mode of conversation. In the age of social sharing we are touching upon yet another fundamentals of human psychology, which is of being social animals. We as social animals love to interact and share. This was earlier done in one family, one pincode, one city or one state but not due the evolution of the digital space it is done on worldwide basis. So much so that we now share that we like or dislike with people that we don’t even know. Bookmark sharing like Stumble upon and new age conversation tool like Twitter are few example of such interaction.
Hence from a press release to taking new product to the market the importance of conversation around it cannot be undermined or discounted. The most effective campaign could clearly covert it self into a snowball effect. However, just to throw a word of caution, if it is done with adequate research or clearly defining your objective the same vehicle could have ramifications.
Further recommended read :-
- In the Shadow of Twitter
- 3 Themes Social Media and Social Marketing Can Learn From
- Social Media Thoughts from Todd Friesen
- Twitter and Celebrities
- The Social OS, The Battle Between Facebook and Twitter is the New Mac vs. PC
- The Social Media Manifesto – Integrating Social Media into Marketing Communications
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