Social Media Marketing, Internet Marketing or Both?

Two different approachesThere seems to have been some noise recently about balancing Social Media Marketing techniques with traditional Internet Marketing.

And just as well.

For a while people who were traditional Internet Marketers, writing long sales letters that were full of hype and yellow highlighting, didn’t get blogging, Twitter and the rest. Thought it was all pretty much a waste of time.

And Social Marketers not only distanced themselves from traditional Internet Marketing techniques, they ostracised anyone who practiced what they perceived to be online Marketing in the social sites.

Social Media was all about being fluffy and warm and telling people what you had for breakfast. Internet Marketers were those brash, pushy, commercial people who forced you to buy stuff you didn’t need.

But lately there’s been a realisation that there is a middle ground.

Not all Internet Marketing techniques are spammy, and (certainly) not all social media marketing techniques are effective (if you’re trying to make money, that is).

For the social media crowd, the question became ‘how can I use the techniques the IM’ers use but do so in a way that fits better with my nature’.

And for the IM’ers there’s a realisation that having a big mailing list that you can flog stuff too is not the only way to develop a warm market.

Brian Clark and Sonia Simone at CopyBlogger have long written about the intersection of good content and good marketing.

They recently launched a membership site, which I reviewed here, and which teaches people how to pick the best from each traditional tribe to form a third tribe: a group of professional, ethical marketers who use effective Internet Marketing techniques without all the hype and yellow highlighting.

David Risley, a six-figure-earning blogger, recently chose to go to the annual Underground Internet Marketers’ seminar rather than the Bloggers Convention (SXSW) that was held at the same time. He has some interesting feedback on the changing attitudes of traditional Internet Marketers – read it here.

And another article that I read today on ProBlogger offers 30 ways to make your social media Marketing activities more effective. Among them are several techniques that would be considered traditional Internet Marketing plays.

So what’s my point in all this?

Simply this: make sure you take (and keep) the blinkers off.

Both Social Media Marketing and traditional Internet Marketing techniques have their strengths. Be sure to pick the best from each, adapt them to suit your style and apply that blend to promoting your business.

It’ll be more effective than choosing one or the other.


Martin Malden

What do you think?

Comments on this entry are closed.

  • demien sayer Jul 27, 2010 @ 11:01

    Very interesting article. With social media becoming an acceptable form of communication, it will be interesting to see how companies will monitor time spent on these platforms. Is the time spent on Facebook benefitting the company or are employees logged in simply to expand their farm or mafia?

    • Martin Jul 27, 2010 @ 13:05

      Hi Demien,

      I suspect that most companies will continue to turn a blind eye to employees logging in to Facebook or wherever for non company related stuff.

      As long as it doesn’t affect productivity most enlightened companies recognise that employee morale can benefit from being able to chat to friends for a short while during the work day.

      After all, it’s perfectly acceptable in most companies for people to take smoke breaks – and these days they usually have to do that outside the building. So why not a social media break?