Busting (Post) Modern Marketing Myths

In one of his May postings on ClickZ.com, our Chief Creative Officer, Sean Carton, decided to take a stab at busting several (post) modern marketing myths. Please read his article for full explanations and supporting data for each. Here is a recap:

1. Social Media Belongs to the Young. “Look at the statistics on social media usage and you’ll see that “the kids” are actually a lot less likely to use social media. Seventy-seven percent of mobile social network users are over 25 and 43 percent are over 35. More than 50 percent of Facebook users are over 35. As for Twitter, while the 24 and younger set make up the fastest growing segment of the services’ users, 52 percent of all users are over 35.”

2. Print Is Dead. “Print still has an important role in the overall marketing mix, as evidenced by studies such as this one that looked at catalog sales and found that print catalogs are still big drivers of revenue (because people like to browse print and then buy online). Print catalogs have a greater emotional impact than an equivalent product listing on a Web site. Every type of media has its place and is best used for what it’s best at (the emotional impact of print or the ease of online purchasing).”

3. If You Want to Drive Traffic, Put All Your Money Into Online. “…this study (and many others over the years) shows, offline media is often one of the biggest drivers of online behavior. And, interestingly enough, broadcast media – TV and radio in particular – often builds the kind of awareness that consumers need in order to be driven to a particular site.”

4. In Online Display Advertising, It’s All About the Number of Impressions.”True, increasing your impressions will increase your exposure to your targets, but as John Burbank, CEO of Nielsen’s online division so aptly puts it, dishing up lots of impressions isn’t enough…you also have to serve and engage your target audiences in order to reach them online.”

5. If You’re Thinking Mobile, It’s All About the iPhone.”…the iPhone only holds 25 percent of the smartphone market. If you only concentrate on the iPhone, you’re missing out.”

6. Video Games Are for Teenage Boys. “According to a recent report published by Deloitte, the popularity of video gaming is surging among older populations.”

7. Mobile Advertising Is [Insert Adjective Here].”There’s data to show that mobile advertising far surpasses online advertising in terms of effective ROI (define). Then there are studies that demonstrate that a heck of a lot of consumers don’t even know they can get online with their phones.

On the other hand, the Interactive Advertising Bureau says that mobile is fantastic for driving brand awareness, while other folks see mobile as the future of marketing.

Who’s right? Probably everyone…and no one. Speaking of “mobile” as one homogeneous medium is wrong. There are a dizzying array of platforms, an alphabet soup of OSes, and huge variations in consumer sophistication when it comes to using these devices. Until the great “mobile wars” are over and we settle on a couple of OSes and comparable experiences across devices, it’s wrong to take a monolithic view of mobile marketing.”

8. It’s Enough Just to Drive People to My Site. “It’s not just enough to drive people to your site if you’re looking to capture their information, drive sales, or generate response of any kind. To be effective, you need to match your landing pages to your campaign.”

9. [Social Media Platform] Is the Place to Be. “Even though one platform or site is big today, history shows that putting all your eggs in one virtual basket is a bad idea. Popularity rises and wanes in unpredictable ways that seem unlikely at the time but later come to light as audiences move on to the next big thing.

But there’s another issue, too: not all social media platforms are equal. They don’t all share the same demographics, they’re used for different things, and they’re different in terms of consumer engagement. A Facebook status update isn’t the same as a tweet (or vice versa), but both have their place in terms of conveying different kinds of information. Study what you’re doing and use the right tool for the right job.”

10. Everyone Else Is Doing a Better Job Than Me. Finally, there’s the feeling that “everyone else” (whoever they are) is doing a better job than you when it comes to online marketing. They’ve got better measurement tools, more successful campaigns, and are more savvy about delivering ROI for their online media campaigns than you are…

…Never fear! If you peek behind the curtain, you’ll discover that “more than 40 percent of marketers don’t even know whether the social media tools they’re using were capable of measuring ROI!” And that’s just the people who were honest enough to share the fact they didn’t know something – not an easy thing to admit.

Other studies make it clear that we’re all still figuring this stuff out. Anyone who tells you that they know “the answer” is a fool or a snake oil salesman.”

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