Traditional Versus Digital Marketing | The Big Debate
JSB Talks Digital Podcast #69
JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute.
In this episode of JSB Talks Digital, I’m discussing traditional versus digital marketing – two separate disciplines or two sides of the same coin?
Coming up in the podcast:
- In social media news:
- Snapchat introduces Context Cards
- Twitter plans to release a bookmarking feature; and
- YouTube bans gun modification videos after Las Vegas shooting
- I interview David Glynn, Marketing and Social Media Consultant
- Ask JSB
- In shout-outs: Three great marketing campaigns that integrate old and new techniques
- In JSB’s column – Why traditional marketers need to go digital
- Find out what digital marketing tool saved my working week
Listen to this week’s podcast:LISTEN: Traditional V Digital Marketing | The Big Debate #JSBTalksDigital Click To Tweet
Social Media News
Snapchat introduces Context Cards
Smart marketers understand that signals need context in order to create the right marketing message.
Snapchat is leveraging this tactic by introducing Context Cards, for greater discoverability.
If you see a Snap from somewhere cool you can swipe up on any Snap that says “more” to view Context Cards.
The feature works similar to how Snapchat’s marketing tools work for paid campaigns, which can do things like offer up links to stories for publishers when users swipe up in their stories.
You’ll see the same “More” link at the bottom of stories you’re watching, but when you swipe up, they’ll have info automatically populated from Snap’s partners on Context Cards, which include TripAdvisor, Foursquare, Uber and more.
Context Cards can feature things like:
- ? Reviews from critics and customers
- ?️ Directions to the venue
- ? Hours of operation
- ? Phone numbers to contact
- ? Rides from ride-sharing services
- ?️ Reservations at restaurants
- ? Websites for more information
- ? More Snaps from around that area
Context Cards are only available in specific countries right now ? If they aren’t in your region at the moment, they hopefully will be soon!
Twitter plans to release a bookmarking feature
A product developer at Twitter tweeted this week that they are working on a new “save for later” option on the social network.
This bookmarking tool will allow you to save Tweets and return to them in a dedicated section. With such a short life-span it can be quite frustrating sometimes to see a Tweet that you want to go back to, so good job Twitter, I think this feature will prove useful.
We are working on #SaveForLater. As someone who reads a LOT on Twitter, I’m so excited for this. ? https://t.co/dLuOSszsyH
— Sriram Krishnan (@sriramk) October 10, 2017
YouTube bans gun modification videos after Las Vegas shooting
YouTube has begun banning videos that depict tutorials on gun modification following the Las Vegas shootings.
According to a YouTube spokesperson, this is an expansion of an existing policy in the wake of the Vegas shooting to prohibit videos that demonstrate “how to convert firearms to make them fire more quickly.”
The spokesperson said the company has “long had a policy against harmful and dangerous content.” That includes videos that are trying to sell or promote firearms, as well as conversion devices and a device called a bump stock which was used in the Las Vegas attack.
Interview | David Glynn
In today’s show I interview David Glynn, a Marketing and Social Media Consultant.
David, like myself, has a background in PR and traditional marketing. So we got together recently at my offices at Superpixel Labs in Galway City to discuss the role of traditional marketing in a digital world.
Follow David on Twitter @DaveGalway1
Tune in to listen to interview
My favourite quote from our chat
JSB and David Glynn discuss the role of traditional marketing in a digital world #JSBTalksDigital Click To Tweet
Shout-Outs: 3 Examples of Traditional Marketing Married with Digital
In this part of the show I give shout-outs to individuals, organisations or brands that are remarkable online and worth talking about.
This week I’m sharing three excellent marketing case studies where traditional marketing converges with digital.Three excellent marketing case studies where traditional marketing converges with digital Click To Tweet
1. HSE’s Flu Campaign
Ireland’s national health service, the HSE is promoting the flu vaccine as we step into a cold and wet Irish winter.
Increasing uptake of the vaccine is their main goal especially among those in the risk category such as asthmatics, pregnant women, older people, and those with long-term illnesses.
They are running a slick campaign which travels across print, radio, social and the Google Display Network.
They have also launched a hashtag #YourBestShot which is gaining momentum across Twitter.
Across the country workplaces and pharmacies are offering the flu jab to employees and members of the public with great use of printed marketing material and PR campaigns.
2. GoPro Be a Hero
The GoPro, Be a Hero campaign, was launched to inspire everyone to live a full life and find new ways capture and share their experiences using GoPro’s expanding ecosystem of cameras, mounts, accessories and software.
GoPro leveraged the power of their own customer base to tell the story of the brand. And they responded in their thousands. They shot videos of their own GoPro hero moments in the hope they would be shared on their YouTube channel which has over 5 million subscribers.
“The authenticity of the channel’s content helps viewers feel connected to the brand.”
The campaign was supported by traditional PR and in-store marketing material. Read more about this case study.
3. The Big Slide Home 98FM
Dublin Radio Station 98FM slides nicely into this section of the podcast with their campaign “The Big Slide Home.”
Their inflatable 260ft water slide ran through the Christchurch area of Dublin City with thrills and spills for all to enjoy. The slide was accompanied by a fun zone and it brought on-air and online fans closer to the brand with a very fun twist!
The promotion of the event on social involved videos of the slide, fans tagging each other in photos and videos and the event was over-subscribed shortly after tickets were released.
Ask JSB brings the voices of my listeners onto the show.
I’m always hunting for new ideas for my podcast, blog and blog and I find the best inspiration comes from questions from my community.
If you want to hear your voice on JSB Talks Digital simply log on to www.digitaltraining.ie/askjsb and leave me your voicemail.
This week’s question is from Eamonn at Radio Kerry.
“Should you produce podcast content exclusively for online that is not shared on-air?”
Tune in to listen to my answer.
JSB’s Column | Collecting digital data with data protection in mind
In today’s column I’m sharing with you, my thoughts on why traditional marketers need to go digital.
Traditional marketing and journalism has evolved, and so should your skills.
Look at how JSB evolved!
1. The customer is king, we have to be where they are.
Around 40% of the world’s population has an Internet connection today. In 1995, it was less than 1%. So, you can see how marketing has involved if we just consider the influencer of the Internet.
2. The smartphone has revolutionized the way we behave, communicate and shop.
One in every five minutes online is spent on the smartphone. We spend on average 177 minutes on our phones each day, comprising of 150 phone visits. That’s a lot of opportunity to speak to our target audiences.
3. The core skills of marketing and PR are still as valuable today as they were 10 years ago, but they need to be applied in the digital age.
I have said it many times before and I will say it again. Digital marketers with a background in marketing, journalism or PR have a particular edge. The old techniques married with new technologies provided a rounded approach to consumer messaging.
4. Ignore digital at your peril.
How often have you heard a brand, a customer or even a friend tell you that they hate social media, that it’s only a distraction or a waste of time? I hear it constantly. In fact, I think many people believe my job is simply Tweeting and posting on Facebook! Ignoring digital, no matter what industry or profession you are in, will be detrimental to your business or your own personal career. We are currently experiencing the digital revolution, you can either decide to ride the wave or get lost in its wake.
We live in the digital age. Invest in yourself and make a commitment to leverage current knowledge with new skills to make yourself more employable and your ideas more sharable!Traditional marketing and journalism has evolved, and so should your skills! - @tweetsbyjsb Click To Tweet
Social Media Tool of the Week: ClickFunnels
The digital marketing tool that saved my working week this week is ClickFunnels.
For anyone building an online business, getting the funnel right is central to your success. A funnel is basically a series of pages your visitors go through to reach a certain goal and it might look like this.
We are currently finalizing our first suite of knowledge products and we are using ClickFunnels.
It helps you build different types of marketing funnels.
A simple Lead Capture Funnel might consist of two pages which collects a visitor’s email address and then sends them to a Thank you page when signing up.
Or you could have more sophisticated sales funnels which are made up of multiple pages which sell to a visitor through each step of the funnel.
If you are intending to sell online you might want to check it out, take a 14-day free trial at: https://www.clickfunnels.comFor anyone building an online business, getting the funnel right is central to your success - @tweetsbyjsb Click To Tweet
I love feedback
I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.
Listen: JSB Talks Digital | Episode #69
I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.