This post aims to question the assumption that implementing an eMarketing strategy is always necessary. Many of us have heard stories about successful companies, large and small, who actively state that no marketing strategy IS their marketing strategy.
Typically, what they mean is that they do not post ads online, they don’t send out flyers, instead relying on word-of-mouth and the intrinsic value of their product or service in order to grow their business. This is often true for your local baker or even your investment consultant. In these cases, the marketing strategy is often network-driven, a.k.a. word-of-mouth.
This view is highlighted in the article When Social Media Is Not Your Best Marketing Strategy by Jim Joseph. He states:
Many small businesses think they have to be active in social media just because it’s become such a central part of big brand marketing and pop culture. I get it. It’s starting to feel like if you’re not in social media, you’re not doing real marketing anymore. And in many categories, that may be true. Social media has become the great connector, aligning brands and customers in real time in ways never seen in marketing.
But you can’t just jump into social media because you feel obligated. You need a plan of attack that makes sense for your brand and your customer. It may not make sense for your customer to engage. The key is to know when using social media fits strategically with what you are trying to accomplish.
In essence, business owners, strategists and marketers should consider the fundamental nature of their business and customers and develop a marketing strategy that is in line with their characteristics. This means that eMarketing should not necessarily serve as the go-to method of reaching or interacting with customers. However, Jim Joseph also points out that while channels such as Twitter and LinkedIn are not always appropriate for ‘traditional marketing purposes’, they can still serve other strategic purposes, such as demonstrating thought-leadership, supporting charity causes, sharing insights or even networking with others in the industry.
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