Direct Marketing Vs Social Media Marketing
Wonderful take on the differences between direct marketing and social media marketing in this story from Brandweek. Ted Rubin, CEO of the makeup company, E.L.F, which stands for Eyes, Lips, Face, who has over 20,000 followers on Twitter, says “Our immediate goal within social media is not click-throughs, not like our direct marketing path that we have with our e-mail marketing. Bottom line, e-mail marketing is about click-throughs and open rates and sales. I can’t say that everybody here agrees with me and I think it’s a fight that most CMOs are focusing on social media have with the C-suite, our founders and owners. I think that everyone’s been spoiled in the last 10 years because everything’s so trackable and most of them forget that the way they built their company originally was on branding. Who would buy $1 makeup if there wasn’t a brand attached to it that led them to believe it was quality? If we didn’t have the social media presence where bloggers and tweeters and Facebook people speak about us all the time and literally a day does not go by where there’s not a user-generated, unincentivized video uploaded on YouTube about e.l.f., not a day. I do believe in sales, but there’s not a true device that [tracks the link between] social media and sales that’s really working. Right now, I think the most important thing is engagement and interaction because it allows you to do branding on steroids. Read the interview here.