I just read an interesting post on ad agency focus in the Web 2.0 world by DJ Francis of Online Marketer Blog. The article elaborates on what David Ogilvy said about creativity so many years ago. Year after year, I come back to this philosophical kernel: sales is where the rubber meets the road. We often get so distracted with the fun, new-fangled social media marketing tools like Facebook, Twitter and Pinterest. Yet, marketing and advertising are ultimately about sales. So, yes, those tools are useful channels for communication. But, if they aren’t used with sales in mind, their ROI is difficult to measure.
With respect to agencies, Web 2.0, social media marketing, etc. will make a lot of dough for many agencies. People love the new communication channels and fun Web-based software tools. For many, however, this will be a money pit, a dazzling show and wheel spinning exercise. If not taken seriously, these types of efforts will get many agencies fired. No measurable ROI and they’ll be shown the door.
Social media marketing exercises can be a major distraction. Businesses need to realize that these tools and “strategies” are merely communication channels. That’s it! Nothing else has changed. If you’re not delivering the goods through those channels, you’re not going to move the sales needle. And by “goods” I mean the following:
Remember, “business” still has to happen. Don’t get distracted by socializing for socializing’s sake. Yes, business is a social activity, but value has to be added and profit has to be made.