Traditional marketing is by no means dead but if you continue to depend on it, you may well be consigning your business to the graveyard.
This was one of the underlying messages delivered at Media140 – an independent global movement born out of London to explore the real-time web – and on tour in Perth.
With the 300-strong audience primarily comprising PR and communications consultants, the minority presence of corporate and government marketing departments may well have represented the reluctance by mainstream business to accept the social web marketing as the way of the future.
Developments in the use and abuse of the internet are moving at an extraordinary pace, and most of us who still live in the real world are left bemused by the stream of cyber-debris this ever-morphing environment leaves in its wake. But remembering the famous words of Thomas Watson, chairman of IBM quoted in 1943, “I think there is a world market for maybe five computers,” perhaps it’s time to take our heads our of the sand!
Social web marketing has well and truly arrived and it isn’t going away – no matter how many times we wish we could be back in Kansas. So if the thought of entering the ‘Twitter verse’ or facing, spacing, digging and pooling (or is it whirling?) makes you shudder – now is probably the time to start getting over it!
When the internet first gained its public face in the early 1990s, we all marvelled at our new found ability to publish reams of useless information, which had until then sat on our office shelves gathering dust.
We grappled with the concept of telling the world who we were on something called an ‘internet…site’, and some of us even published telephone numbers and email addresses, before holding our collective breath for fear someone might actually contact us to tell us what they were thinking.
Now, as time and technology has evolved, so too have the possibilities presented by this extraordinary global medium. Social media marketing was inevitable because just as soon as the internet appeared, people were finding ways to make conversation and developing tools to facilitate these conversations.
They did this by uploading their own commentary onto their own web pages or blogs. Discussion boards or forums also began back in the 1990s, where people started conversations about anything and everything imaginable as ‘threads’ of ideas.
Perceived first as an underground movement for internet geeks and other people with no discernable social skills, it soon gathered momentum. We all began to catch on to its significance and as a consequence the revolution and subsequent evolution to what we now call the Web 2.0 environment seemed to burst rudely into our lives.
At last count in Australia alone, there were approximately 8 million people reported to have a Facebook account, LinkedIn passed 1 million and more than 300,000 Australians were ‘tweeting’. So you may not want to give it a big hearty hug, but with figures like these, can you really afford not to at least shake hands with the social network marketing revolution?
Return soon to find out how to create an authentic social media strategy.