Once upon a time marketing was pretty simple. Put up a few billboards, beam out a television commercial, and pop a few ads into the national rags. Now a company needs to maintain a blog on a daily basis, post to twitter and facebook, run SEO strategy after SEO strategy. . . and make sure to monitor the effectiveness of it all.
The folks at Stage 2 Consulting point out in The Age of Complex Marketing
Today you must:
- Manage a Facebook page along with perhaps several other profiles, all the while wondering if there is a better way to leverage these sites
- Update your blog regularly with compelling content as well as immediately respond to news in your industry that affects your consumers
- Post on Twitter about that latest blog entry and all the news about your product, and gain a Twitter following and monitor Twitter for mentions of your brand
- Keep up on SEO, optimize SEM
- Send that newsletter and analyze the engagement it yields
- Get that iPhone app up
- Monitor your Google alerts
- Make that widget…
- and you can’t forget about you Yelp reputation and all your traditional advertising.
All the free tools the Internet offers do not create a strategy, an experienced marketing professional does. All the different types of engagement does not bring you a string of customers, but learning from that engagement can. Blogging does not create an audience, but positioning and messaging can. Now more than ever, companies need a team of professionals that can guide them through the crowded media landscape and make sure they stand out.
They are of course, absolutely right. Without a digital PR firm that has experience and knowledge most companies just won’t be able to compete.
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