You say Tomato, I say Rotten Tomato……….Posted on
In my years in business I’ve experience confusing, frustrating and even embarrassing times when the subject wasn’t defined or clear, resulting in a conversation of cross purposes. I remember a time when I was asking about Career Planning and the other person started giving me tips on holidaying in Seoul.
Sometimes it doesn’t matter – you say tomato ……….
Other times, first carefully defining the topic or term is important in determining how to approach and utilise the information in your life or business.
So when someone refers to Rotten Tomatoes check first to see if they are talking about decomposing fruit or the Movie Review Website.
Here’s the segue, to the topic at hand – what’s the difference between Digital Marketing and Social Media Marketing – Tomato/Tomato or Career/Korea?
From a business perspective, I recommend making a clear distinction between the two.
Digital marketing is a broad term for the marketing of products or services using digital/online formats. These online formats include:
- Display advertising
- Video advertising
- Search engine marketing (SEM)
- Search engine optimisation (SEO)
- Re-marketing and re-targeting
- Email marketing
- Influencer / affiliate marketing
- Content marketing
Social Media Marketing
Social media represents the personality and voice of an organisation online.
Social media marketing can be defined as the process of gaining brand awareness and website traffic via the use of social media networks. It focuses on creating content (such as images, written articles, and videos) that people find interesting and compelled to share with their own networks, developing a loyal and engaged following, driving website traffic and ultimately increasing sales.
Social Media marketing utilises Digital Media formats to:-
- target an audience based on many demographic features;
- communicate with that audience as frequently and quickly as you desire;
- position yourself, or your business, as an expert in your industry;
- build a loyal and engaged network of followers;
- communicate with the followers at a very intimate level; and
- measure everything and optimise your performance.
In addition, unlike digital marketing, social media provides consumers with a readily accessible and very public voice. Social media encourages users to share content, posts and comments to their own networks providing the potential to enhance your business reputation through positive sharing (but can cause significant brand damage if handled incorrectly).
Social Media Marketing Trends
One of social media’s most defining characteristics is its constant rate of change. Not long ago social media networks were viewed as a consumer based entertainment fad offering little value to marketers. In 2007, the future looked to be SecondLife and MySpace; however, today neither of these networks play any great role in the social media landscape.
Today, many organisations use social media as their sole marketing tool to connect with and market to customers. The rapid evolution of social media, and the regular emergence of new social media networks, requires you to keep track of market trends and modify your social media marketing strategy accordingly.
So, how are you positioning your business to use digital platforms, harness the power of social media marketing and keep on top of the trends?
Australis College is offering an intensive Social Media Marketing program aimed at providing businesses and individuals with the knowledge, skills and tools to make social media marketing an important part of your future. Click here for more information and to get started today.