The Convergence of Old Marketing and New Marketing -- Sean O'Neal, President, Adaptly

As would be expected with any maturing medium we are now starting to see more traditional marketing approaches and measurement being applied to social media advertising Marketers are realizing that given the vast scale addressability and effectiveness social has the ability to help them achieve real business objectivesWhen planning their social media strategy it is becoming more and more common for an advertiser to think in terms of GRP brand lift and even sales lift measures And the media plans describe classic purchasefunnel journeys and customer relationship management tactics The original and somewhat novel social media metrics that the major platforms fostered likes fans followers etc aren39t necessarily being phased out but they are now viewed in the context of other classic marketing KPIsIt is now possible to measure traditional marketing KPIs within social media For example my company did a study with Datalogix that showed that social media ads drove 3x brand lift for a major national snack food brandThis is a good thing for social media amp8220Old marketingamp8221 is merging in Brands are leaning on the social platforms to help support their primary business objectives But there are some metrics that are unique to social media which have true meaning and are likely here to stay They are not part of the amp8220oldamp8221 lexicon because new technologies are responsible for enabling them and so they have only recently become possibleThe entire phenomenon of virality for example is a powerful effect on which most CMOs are now quite focused Why has content marketing and native advertising become such a priority for brands Itamp8217s simple great content gets shared And marketing that is received from a friend or family member can have an exponentially greater level of impact Also earned media is somewhat related to amp8220word of mouth marketingamp8221 which as any CMO will tell you is by far the most valuable form of branding Plus itamp8217s essentially free Infinite ROI CFOs also love this oneA true social media tactic this amp8220new marketingamp8221 is merging into traditional thinking And with technology not only enabling the latest of these opportunities but undoubtedly a host of future opportunities these strategies likely have a permanent seat at the table with room for more Further we now have the technology and analytical tools to translate some of these new social media metrics into numbers that lead to a clearer understanding of a brand39s ROI on paid social media Guess what This stuff really worksamp8220Old marketingamp8221 and amp8220new marketingamp8221 are not just on a collision course they are actually converging and creating entirely new and sometimes hybrid tactics The end result will be some new combination of approaches and metrics which will be the standard going forward It is truly incredible how rapidly the marketing playbook is being edited and more incredible how many of the revisions have occurred in the last few years It wonamp8217t be long before this amp8220newamp8221 combined set of marketing strategies are in fact the amp8220oldamp8221 ways of doing things And not long after that when they are challenged by the next wave of technologyenabled opportunitiesSean O39Neal is President of Adaptly Previously Mr Oamp8217Neal was global CMO at The Daily Mail Online and prior to that was President of Vizu Corporation He can be reached at seanonealadaptlycom Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Convergence of Old Marketing and New Marketing -- Sean O'Neal, President, Adaptly

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