Search Engine Marketing and Social Media are starting to play a larger role in building brands but they are not the end all.
I believe these statements are fundamentally flawed since it is all about the Brand silly! People want to focus down to one specific medium like Social Media or Search Advertising and say they are the best! Those people are missing the bigger picture. Building a Brand takes multiple marketing mediums working in concert. The smart marketer understands the strengths of each medium and chooses the ones that can best achieve the Brand's predetermined goals.
Traditional Media like TV and Radio help to build a Brand's image and perceived experience for the consumer.
Social Media like Twitter or Facebook allows a Brand to enter into a two-way dialogue with their key consumers.
Search Advertising allows your Brand to be in front of potential clients at the moment when they are closest to making a purchase.
The above list is only the tip of the iceberg for a Brand's marketing options but a GREAT start! By utilizing just the Marketing Mediums listed above a Brand can do the following:
1) Build an image in potential consumer's minds (Traditional Media)
2) Drive sales at an online or brick and mortar location (Combination of Traditional Media, Social Media, & Search)
3) Develop two-way communication with key consumers (Social Media)
The mediums to market a Brand have been transformed tremendously over the last couple of years due in large part to the explosive growth of the Interactive space. Even though some mediums may have changed the core marketing philosophies behind building a Brand have not. Having new mediums to market a Brand does not mean the old mediums are obsolete instead it just provides you more opportunities!
Learn how Digital Communication can grow your company...
Evolution of Communication