Gini Dietrich

The Case for Integrating Social into a Larger Marketing Mix

By: Gini Dietrich | May 16, 2012 | 
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I’m going to do something here I’ve never done before. I’m going to share an infographic!

Jon Aston will be so proud. He’ll tell all of his friends and then we’ll be a big hit (not really; he hates infographics).

And, truth be told, I’m not a fan of them, either. Particularly on Pinterest because they take up too much room and that irritates me when I’m scrolling through my stream on my phone.

But alas. That isn’t the point.

Geoff Livingston (rightly so) thought we should have an infographic to support the book, made up of the stats we used from our research. And, so, RAD Campaign set out to create something for us and, when we received it, I said, “Wow. That’s really cool!”

What the Infographic Tells You

The market research cited in the infographic demonstrates that, as much hype and discussion as there has been with social media, it has not entered the core of marketing strategy.

A recent study showed 74 percent of business-to-business organizations have not implemented a social media strategy (which I can tell you is true anecdotally), and 35 percent of these same businesses don’t see social as important. This data doesn’t factor in mobile media.

We also discovered the overfocus on social media conversation betrays several marketing realities:

  • Social media represents a very small percentage of the overall marketing expenditure;
  • Direct mail and purchased media (ads) represent the greatest expenditure in a company; and
  • While the online marketing blogging community talk about social incessantly, half of chief marketing officers haven’t figured out how to bring the discipline into the fold.

We know most organizations delegate social and mobile to a department such as the advertising, PR, interactive, or customer service department. Many still treat “new” media like a sandbox…creating a Twitter strategy or a Pinterest strategy. And most departments act autonomously of each other.

Marketing in the Round Infographic

So without further ado, I give you some pretty interesting stats that will make you rethink how you approach your marketing or communication program, how you integrate social media, how you measure your efforts, and maybe even entice you to buy the book to learn more.

S

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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