Our ongoing series about traditional media campaigns compared to social media campaigns continues with a tried and true old grognard…print advertisement.
Unfortunately, print media readership/subscriptions are down. Smart newspapers recognized this trend early and have been introducing digital media to clients in order to retain market share and survive this paradigm shift.
Once again, 6 Degrees Group views social media as a compliment to, not a replacement for traditional print media. In fact, there will be some very real opportunities to combine digital, mobile, social and new media strategies with traditional print in the very near future. We are quickly approaching some exciting times in the marketing/advertising world. For now, however, we recommend shifting your budget to cover a larger, more varied audience base. When allocating your marketing budget, why not substitute one week of display ad in your current newspaper’s classified budget and launch a social media campaign? For the cost of one week of display ad, you may be able to implement a monthly social media presence that can add valuable content to your brand narrative and help drive traffic to your website and sales/leasing office.
Print Advertising
Advantages
- Allows you to reach a large audience in a geographic area
- Fairly easy to update
- Traditionally used to communicate inventory
- Quick turnaround
Disadvantages
- Expensive
- Declining circulation
- Static and limited text content
- Short shelf life
- Ad must compete with a clutter of competitor ads in one location
Social Media Marketing
Advantages
- Cost effective
- Allows for print, image and video to be effectively and engagingly utilized
- Easily updatable in real time
- Medium has interactive component – socially engaging
- Compliments traditional media
- Keeps campaign fresh with real-time communications and updates
- Ability to be spread virally and endorsed by key industry and geographic influencers
- Aids/Increases Search Engine Optimization (SEO)
- Facebook has more than 300 million active users w/ fastest growing demographic 35+*
- There are more than 65 million active users currently accessing Facebook through their mobile devices.*
Disadvantages
- Takes time to establish campaign rapport
- Creative content and research requirements
- Management is crucial, yet time-consuming
- Certain venues (Facebook, Twitter) require user membership (albeit free)
- CRM required (ability for negative feedback)
* Statistics from Facebook, November, 2009
6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality
Tags: Boutique Hotels, Condominium Developments, Facebook, Goal Setting, hospitality, hospitality marketing, Hotels, Leasing Communities, Luxury Development Marketing, Marketing, Marketing Strategy, new home communities, New Home Developments, Real Estate Marketing, SMO, Social Media, Target Market, Web 2.0
