No question Social Media or Social Marketing is the marketing topic du jour.
And while the benefits of Social to B2B marketers are becoming more obvious,
traditional marketing still delivers measurable sales. For many marketers,
the website is the foundation of marketing activity. Integrated with social
media, websites become even more potent a marketing weapon.

Certainly every B2B market has its own nuances, but old fashioned new
product launches, special promotions and sales and channel programs are the
marketing that drives real sales. Advertising and publicity build awareness
and even direct response.

Its important not to forget what marketing strategies and tactics deliver
sales, as it is easy for a marketer to get sucked into spending hours on
social media with little sales results to show for it.

To be sure, all marketing activities should be planned, budgeted,
prioritized and integrated. Social Media supports traditional marketing, it
does not replace. For most of our B2B clients, we consider the following
tactics:

• Brand identity, graphic themes, messaging, taglines

• Website, search optimization, social media

• Advertising

• Publicity

• Brochures, literature and content

• Sales programs, promotions and training

• Channel marketing

• Trade shows and events

• Direct marketing including email and webcasts

• Photography and video

What traditional marketing do you implement and how does Social Media fit
into the so-called marketing mix?

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