“Social Media is Blurring the Lines in New Business”
By Cleve Langton
Seamless integration has been the holy grail for a long time now but the line between “above the line” and “below the line” seems to linger despite every one’s denial that they still think that way. The truth is that social media and mobility have done more to blur — or in some cases — obliterate that line than anything else. The lines between advertising and PR at times seem indistinguishable when it comes to social media. So too, are the lines between traditional media (whatever that means anymore) and social media. This is particularly the case in the new business process where demonstrating marketing breadth is critical. It’s all about reaching the customer and the consumer and everyone seems to be crossing specialty lines. Because of work I’ve done for the Effies, I’ve had the opportunity to speak to a broad cross section of CMOs. Some of the conversations start out discussing more traditional media but the subject quickly migrates to social media — the good, the bad, and occasionally, the ugly. Every CMO seems to respect its power — many are fearful that it can go from friend to foe in a second. Every CMO I spoke to feels the need to get a better handle on social media and mobility — how to harness them. They don’t quite understand, however, from which direction to approach it. That’s where the lines of the various marketing disciplines need to merge and become one.
Marketers want the agencies to demystify the social media and mobility jumble. Nothing shows an agency’s ability to master that more glaringly than in a new business pitch. Siloed thinking is a glaring as bright lights in the rain. PR has changed dramatically, benefiting significantly from social media and mobility to the point where PR marketing savvy is very strong and respected . The more the agency disciplines cooperate in new business and in implementation, the more they will win in new business. It’s been a long time in coming but social media will be the accelerator.
Managing Partner, New Business 3.0, Inc