ARTICLE TEXT:
MAINSTREAM
OR NEW STREAM
Choice
or no choice?
For
some it is a matter of some choice or poor choice.
The
deployment of limited resources and budgets between above-the-line
communication channels (mass media – television, radio,
print, outdoor), below-the-line options (promotions, database
marketing, loyalty programs) and the new stream, including
social media, texts and the like is perplexing for many.
An
unholy stampede by some businesses into new media has met
with isolated and marginal successes. Some of the channels,
intermediaries and hosts of such communications have found
generating sufficient revenue to record profits beyond their
capacity and creative realms up to this time. Apart from
being perplexing, it is a complex challenge. For others
the lessons learnt highlight that introduction of new media
can be an ineffective distraction if the strategies and
tactics for the established, long standing mainstream media
are inadequate.
One
seeming deficiency in many such marketing strategies centres
on the concept of INTEGRATING. No existing medium should
be ignored with the introduction or proposed introduction
of new social media outlets.
Going
it alone has little currency in an increasingly global marketplace.
That applies to entities and to media. International brands
are increasingly recognising, respecting and utilising LOCAL,
with all its innate qualities and marketing advantages.
Starbucks
coffee for one has faltered badly in the diverse and differing
markets of Japan and Australia, primarily because local
competitors better satisfy the strong undercurrent of consumer
preferences for local.
REALITY
CHECK
Now,
and the immediate future, are good times to undertake objective,
detached probing analyses of current communication philosophies
and practices.
It
is evident that for many sectors and individual businesses
current advertising, marketing, merchandising, public relations
and promotions are not having the impact and according the
results enjoyed in the past.
The
lure and temptation to increase and introduce new channels
of communication and new concepts must be tempered by the
ability, capacity and allocation of available resources.
Dispersing and decentralising efforts can and often does
compromise existing and established strategies, tactics
and campaigns. In many instances dominance of a particular
medium is imperative for sound strategic and competitive
reasons. Being a marginal participant accords few rewards.
Social
media, in its many guises, demands ongoing and constant
attention, input and capacity for it to be effective. Yesterday's
communication is considered by many many users of these
channels to be archaic.
Control
is another issue. By its very nature social media are unstructured,
supposedly democratic and have the capacity to disseminate
and accelerate the distribution of information. However,
the initiator of the original message has little control
over who, how and when the information is broadcast. The
integrity of the text or vision can be compromised by unauthorised,
unapproved and often inappropriate complementary and supplementary
inputs.
The
Rupert Murdoch controlled News Limited has the resources,
skills, financial capacity, desire and, indeed, need to
introduce, utilise and profit from the new streams. It,
doubtless, will be a winner.
WHO
IS THE PRODUCT?
Particular
care must be taken by business owners in their responses
to personal invitations to be part of networks on Linkedin,
Facebook, YouTube and others.
The
consequences can be profound and widespread, including impacting
on corporate, product and service images and positioning.
Importantly,
there are innate obligations to those in the respective
social media networks and to business entities. In some,
if not many instances, these are not compatible.
Establishing
and sustaining highly visible profiles can be personally
fulfilling, satisfying and nurturing to the ego. It is appropriate
for politicians, entertainers, media personalities and for
some individual consultants and entrepreneurs.
However,
the by-products of such visibility include transparency,
accountability, possibly vulnerability and reduced privacy.
Egos,
images and marketing positioning can be and will be impacted
from unsolicited feedback and input, often from sources
of questionable integrity and relevance. Care must be taken
in the presentation of the product, whatever its nature
and guise.
THE
UNRESOLVED ISSUES
For
some, the unresolved and often the unrecognised issues in
contemporary business development strategies involve the
unintended and unanticipated consequences of introducing
new media channels to the communication mix.
Existing
skills sets among company staff-members may need to be reviewed,
enhanced, broadened or complemented with the recruitment,
induction, training and development of new team members.
One
fundamental strategic marketing aspect must be addressed.
Is it possible to achieve and sustain a dominant, commanding
or conspicuous presence in the chosen social media to facilitate
a competitive advantage?
Moreover,
are those criteria sufficiently satisfied in the established
and existing media channels which are utilised?
Is
this a matter of choice, no choice, some choice or poor
choice?
