Can marketing afford to be instant?

By Richard Stone

Technical PR agency Stone Junction talks about instant marketing
Technical PR agency Stone Junction
talks about instant marketing
Two things happened over the weekend on the virtual landscape of the worldwide internet superhighway, which seem to conflict with each other. The first was Google’s decision to close the Blogger in Draft blog and replace it with a Google+ stream. The second was a post by Seth Godin about his belief that creating a blog, which is permanent, has more value than creating a social media platform, which is more fleeting.

Godin argues that by working on something enduring, you build a legacy which has long term and inherent value. He specifically argues that, for example, a Twitter stream is the electronic equivalent of tomorrow’s chip paper. In this light, it’s ironic that Google has turned its permanent legacy into a temporary communication.

For me, this is especially true if the content you are sharing takes some real work to achieve. Blogger have some brilliant stuff on Google+, but for me, a blog would have been a better permanent home for it.

However, it very much depends on the purpose of the statement and the audience you are making it to.
If your objective is to generate short term sales, then simply doing the thing that generates instant leads surely has the most value? If your objective is to develop your brand, then you might go for Godin’s ‘creating a legacy’ option.

As industrial, technical and engineering marketers, we need to make this decision ourselves. We have to decide, what belongs in our ‘legacy’ channels, such as our Blogs, web sites, e-books and video content, and what belongs on ‘temporary’ social media networks. And where does news fit in? Give us a call if you want the answers as we see them.

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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