Comments on: Social Media And The 3 New Pillars of Marketing http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/ Internet Marketing Sat, 11 Feb 2012 04:18:00 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Wiemer http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-36325 Wiemer Thu, 02 Feb 2012 09:38:00 +0000 http://jeffbullas.com/?p=1675#comment-36325 Interesting post, although it unfortunately solely focuses on digital/ social media/ content presuming this is what makes brands grow nowadays. It discards the 'old marketing methods' as being outdated and no longer effective. I would argue this is not the case. The two most important factors contributing to brand growth (i.e. succesful marketing) are mental and physical availability. With mental availability I mean that people need to be constantly reminded of a brand and the brand needs to stand out/ be salient in order to get noticed. Physical availability speak for itself, although many companies adhere to a very narrow defintion of physical availability (e.g. "people can order 24/7 on our website - there are many more ways of being physically available for your customers!). 'New media' or social media are currently being positioned as the ulitmate marketing tools even though several studies show that customers do not engage more intensely with brands via these media (e.g. read this study about Facebook-fans and brand engagement: http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/ ). Crucial for marketing to be succesful is reaching as many potential customers as possible. Over 50 years of scientific marketing research has shown/ proven that the majority of sales come from light users and infrequent buyers of your product or service. In addition to this, loyalty appears to be a given and can only be influenced by increasing (or decreasing) penetration. This is what is known (and well documented) as the Double Jeopardy Effect: big brands have more customers who buy your brand (somewhat) more than smaller brands. The key is that loyalty (e.g. purchase frequency or average products held per customer) doesn't vary as much as penetration does (i.e. the proportion of buyers buying your brand). Aside from content, I would therefore argue that REACH is also king (or queen, however you would lke to see it). Social media are (just) an addition to the existing pallet of marketing tools. Bare in mind that television still has the biggest reach and that television viewing time has not decreased since the introduction as all these new media (internet, social media, etc.). So yes use these new channels, but please don't discard the 'old' ones because it may end up hurting your brand. Interesting post, although it unfortunately solely focuses on digital/ social media/ content presuming this is what makes brands grow nowadays. It discards the ‘old marketing methods’ as being outdated and no longer effective. I would argue this is not the case. The two most important factors contributing to brand growth (i.e. succesful marketing) are mental and physical availability. With mental availability I mean that people need to be constantly reminded of a brand and the brand needs to stand out/ be salient in order to get noticed. Physical availability speak for itself, although many companies adhere to a very narrow defintion of physical availability (e.g. “people can order 24/7 on our website – there are many more ways of being physically available for your customers!).

‘New media’ or social media are currently being positioned as the ulitmate marketing tools even though several studies show that customers do not engage more intensely with brands via these media (e.g. read this study about Facebook-fans and brand engagement: http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/ ).

Crucial for marketing to be succesful is reaching as many potential customers as possible. Over 50 years of scientific marketing research has shown/ proven that the majority of sales come from light users and infrequent buyers of your product or service. In addition to this, loyalty appears to be a given and can only be influenced by increasing (or decreasing) penetration. This is what is known (and well documented) as the Double Jeopardy Effect: big brands have more customers who buy your brand (somewhat) more than smaller brands. The key is that loyalty (e.g. purchase frequency or average products held per customer) doesn’t vary as much as penetration does (i.e. the proportion of buyers buying your brand).

Aside from content, I would therefore argue that REACH is also king (or queen, however you would lke to see it). Social media are (just) an addition to the existing pallet of marketing tools. Bare in mind that television still has the biggest reach and that television viewing time has not decreased since the introduction as all these new media (internet, social media, etc.).

So yes use these new channels, but please don’t discard the ‘old’ ones because it may end up hurting your brand.

]]> By: Maria Jose Serres http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-29666 Maria Jose Serres Sat, 06 Aug 2011 08:54:00 +0000 http://jeffbullas.com/?p=1675#comment-29666 Totally agree, are the basic pillars that existed for many years, we don't have to forget them Totally agree, are the basic pillars that existed for many years, we don’t have to forget them

]]> By: Quinn McDonald http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-3952 Quinn McDonald Sun, 27 Jun 2010 04:47:55 +0000 http://jeffbullas.com/?p=1675#comment-3952 <span class="topsy_trackback_comment"><span class="topsy_twitter_username"><span class="topsy_trackback_content">RT @ ccorrada not nec agree but interesting read http://jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/</span></span> RT @ ccorrada not nec agree but interesting read http://jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/

]]> By: ccorrada http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-3953 ccorrada Sun, 27 Jun 2010 04:42:50 +0000 http://jeffbullas.com/?p=1675#comment-3953 <span class="topsy_trackback_comment"><span class="topsy_twitter_username"><span class="topsy_trackback_content">not nec agree but interesting read http://jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/</span></span> not nec agree but interesting read http://jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/

]]> By: Will These Competitors Slow Facebook’s Growth? « Jeffbullas's Blog http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-658 Will These Competitors Slow Facebook’s Growth? « Jeffbullas's Blog Thu, 27 May 2010 22:56:05 +0000 http://jeffbullas.com/?p=1675#comment-658 [...] is an open source project to develop free software that would allow users to set up their own social media networking hubs. Appleseed aims to create an open source, fully distributed and decentralized [...] [...] is an open source project to develop free software that would allow users to set up their own social media networking hubs. Appleseed aims to create an open source, fully distributed and decentralized [...]

]]> By: Gigantic http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-657 Gigantic Wed, 12 May 2010 12:18:44 +0000 http://jeffbullas.com/?p=1675#comment-657 Impressive thing of your blog is content. I really appreciate this, you can do one thing that you should share your blog to some other blogging sites. Thanks Impressive thing of your blog is content. I really appreciate this, you can do one thing that you should share your blog to some other blogging sites.

Thanks

]]> By: Emma Lovell http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-3954 Emma Lovell Sun, 25 Apr 2010 14:45:16 +0000 http://jeffbullas.com/?p=1675#comment-3954 <span class="topsy_trackback_comment"><span class="topsy_twitter_username"><span class="topsy_trackback_content">@clarelancaster Revisiting and loving the 3 new pillars of marketing http://bit.ly/S3ek6 via @IdeasCulture - COOL!</span></span> @clarelancaster Revisiting and loving the 3 new pillars of marketing http://bit.ly/S3ek6 via @IdeasCulture – COOL!

]]> By: Ideas Culture http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-3955 Ideas Culture Wed, 21 Apr 2010 15:28:40 +0000 http://jeffbullas.com/?p=1675#comment-3955 <span class="topsy_trackback_comment"><span class="topsy_twitter_username"><span class="topsy_trackback_content">Revisiting and loving :: 3 new pillars of marketing :: Content, SEO, Social :: @jeffbullas :: http://bit.ly/S3ek6</span></span> Revisiting and loving :: 3 new pillars of marketing :: Content, SEO, Social :: @jeffbullas :: http://bit.ly/S3ek6

]]> By: 12 Key Findings On Social Media’s Impact on Business and Decision Making By CEO’s and Managers « Jeffbullas's Blog http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-656 12 Key Findings On Social Media’s Impact on Business and Decision Making By CEO’s and Managers « Jeffbullas's Blog Mon, 05 Apr 2010 21:43:01 +0000 http://jeffbullas.com/?p=1675#comment-656 [...] support, and collaborate with their customers. The study also supports the importance of the 3 New Pillars of Marketing that I wrote about last [...] [...] support, and collaborate with their customers. The study also supports the importance of the 3 New Pillars of Marketing that I wrote about last [...]

]]> By: 20 Things You Should Share On Social Media : The One Stop Blog Shop http://www.jeffbullas.com/2009/10/05/social-media-and-the-3-new-pillars-of-marketing/#comment-655 20 Things You Should Share On Social Media : The One Stop Blog Shop Tue, 30 Mar 2010 12:38:22 +0000 http://jeffbullas.com/?p=1675#comment-655 [...] we now have 3 New Pillars of Marketing and they [...] [...] we now have 3 New Pillars of Marketing and they [...]

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