Turning the Page on Turnkey Marketing
December 3, 2008 by Heather
I recently read a post decrying the notion of turnkey social media and search engine optimization (SEO). So-called social media experts are pushing this as a real service — even though it’s an impossible oxymoron. As the blogger correctly noted:
When referring to SEO or social media I don’t believe in anything that is turnkey. There is no such thing as a one size fits all approach or an automated SEO or social media campaign. We’re talking about strategies here, not clothing.
A social media strategy for Adobe won’t look anything like a social media strategy for Coca-Cola and an SEO strategy for Chevron won’t look anything like an SEO strategy for Ford. You can use the same basic ideas and general guidelines but if you actually want to see results you have to have your own way of getting things done.
That makes perfect sense. Isn’t the whole point of social media to engage in dialogue and develop relationships with customers?
Take that same concept a step further. Will “turnkey” newsletters, direct mail or media relations deliver results for companies? As the general population becomes acclimated to this consumer-driven approach to online marketing, won’t they come to expect that approach across the board? Even offline?
The companies that thrive in this new environment will be the ones that do two things:
- Apply the strategies that work online — such as super-targeting or interactivity — to traditional marketing and public relations tactics. ”Tried and true” can still work. Those concepts just need a little freshening up.
- Strike the appropriate balance between old and new tactics. Don’t abandon your print newsletter and direct mail just because it seems like everything is shifting online. Contrary to what you may hear, print pieces aren’t dead yet. Evaluate target markets and how they prefer to receive information. Some audiences — probably more than you think — still respond favorably to printed materials.
Every company is different — with its own brand … its own story to share. How are you balancing offline and online marketing to communicate your key messages to your target audiences?
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