It makes most sense for small business to employ an integrated approach to marketing their products. Take the best traditional marketing and combine it with interactive marketing and you reach the greatest number with the best message, right? The only question is, are they really compatible?
In an established business entity it poses some unique challenges. The traditional marketers know the press, the print media, mass mailing, cold calling, and maybe shotgun email. Push marketing to the max. The messages are generally interruptive and are not well segmented or focused. There is generally no empirical way to track the results.
The interactive marketers are all about search marketing, optimization, targeting, testing, and metrics.
Generally a younger crowd that spends more time on Facebook and twitter than on the telephone, they concentrate on marketing the awareness, not the need. By blogging, webcasting , and providing tons of free content they establish a “top of mind” presence and rely on the fact that when you finally need something they provide, you will buy from them.
It’s rare when the two camps go out for beers together. The paradigm shift is forced when, say in a start-up, they end up being the same (one) person. Due to limited budget and band-width the modern-day evangelist is forced to take what little they can do or get done from both disciplines and run like the wind. The need for consulting and outsourcing is fostering a huge community of specialists available on retainer or contract. The CMO in many cases is becoming more of a facilitator than a producer.
In any case there are still advantages to an integrated approach. How do you work it?