I often come across brand and marketing managers who believe that a social media strategy will cure all their communication ills as well new media / social media practitioners who encourage this view (the better new media consultants that I know advise some prospective clients that social media may not be for them).
I also do not subscribe to the view that there are traditional marketers (using television, print, etc) and new marketers (using social networks, mobile, etc). There, in my opinion, are simply marketers who have an ever increasing range of tools at their disposal.
Not all the tools, even the new ones, are necessary the right ones and Tom Fishburne sums it up beautifully in the cartoon above. Tom’s blog is well worth a visit. Below are his notes on the cartoon.
“I've been enjoying Seth Godin's latest book, Meatball Sundae. He writes about the rush of companies jumping on the "new marketing" bandwagon. Some companies are leaping into myspace, youtube, blogging, etc. in exactly the same self-serving way they approach TV advertising -- by trying to "interupt" consumers from what they were doing. This obviously misses the point. Consumers are gravitating to "new marketing" channels exactly because they are in control, not the brands. And certain brands are mismatched completely with new marketing ... just like, say, meatballs and sundaes.
“I've been amazed recently how often I hear of brands adding a myspace program like it's just another FSI.
“Anyway, it got me thinking of current teenagers and how resistant they are to old-school brands and ways of marketing. I think they can see right through attempts of stodgy brands to "get hip" and set up a myspace profile or something. Which led to this cartoon.”