|Technical PR agency Stone Junction |
talks about instant marketing
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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