Not much I can add to this post on the NextBlog… it’s fairly obvious that when budgets get tighter we should all be moving our online marketing to less expensive models. The implied is to move from display advertising and PPC to Social Media optimisation…
But while these methods of communicating with customers and would-be customers are indeed cheaper they are, in most cases, not as effective. I don’t believe SMO should replace other marketing channels, but should complement them in a holistic sense. Furthermore, creating a community site or seeding blogs, can often take a long time to gain momentum. The only thing that might work well is a very funny/sexy low budget YouTube clip that is good enough for people to want to forward to their friends… but even those only generate a spike in traffic and no long lasting brand awareness.
The post is very good… but probably too simplistic.
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