Marketing is all about attracting new clients … or repeat business from existing clients.

The key to successfully attracting new clients is to connect effectively with the sources of new business: existing clients, potential clients and referral sources.

Social media marketing enables us to connect with more of these sources … faster …. easier … and less expensively than ever before.

The following table illustrates how these benefits compare to the features of conventional offline marketing and Internet marketing.

Feature

Conventional Offline Marketing

Internet Marketing

Social Media Marketing

Advertising
  • print and/or electronic media
  • outdoor advertising
  • other
  • website
  • Internet advertising
  • blogging
  • self-promotion on social media pages and accounts
Direct Marketing and/or Direct Sales
  • telemarketing
  • direct mail
  • personal sales
  • etc.
  • email marketing
  • e-commerce
  • e-commerce
Networking
  • in person
  • one-on-one or in groups
  • online
  • one-on-one or in groups
  •  online
  • one-on-one or in groups
Referral
  •  in person
  • one-on-one or in groups
  •  online
  • one-on-one or in groups
  •  online
  • one-on-one or in groups
Size of Target Market
  • limited by budget
  • worldwide Internet access
  • worldwide Internet access
Ease of Use
  • specialized skills and/or training required
  • specialized skills and/or training required
  • minimal skills and/or training required
Cost of Use
  • can be costly to hire specialists and produce marketing materials
  • can be costly to hire specialists and develop & maintain website
  • low or no cost
  • can be done without owning a computer
Interactivity
  • interaction by phone or in person
  • interaction by phone or email
  • interaction by online posts, direct & instant messaging
  • virtually unlimited
Speed 
  • can be time consuming to make the connection
  • can be time consuming to make the connection
  • instant
Transparency
  • limited ability to confirm credibility of messages
  • can be time consuming
  • moderate ability to confirm credibility of messages
  • maybe online comments that can help
  • total transparency
  • online content can be confirmed or challenged instantly

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