Wednesday , March 21 2018
Home / digital marketing / Media types matter for social and mobile – 5 things you should know

Media types matter for social and mobile – 5 things you should know

Compare and contrast the different media types below and their relative uses in direct communications (basically advantages and disadvantages)



+ enables conversation for further information finding

+ easy to adapt message and persuade

+ assists in data collection and enhances lead generation

+ can be personalised and help relationship building

+ complete the sales funnel

  • Perception of nuisance calls
  • Low response rates – more likely in b2c, b2b higher rates
  • Very high cost
  • Quality control issue, potential for brand damage

Useful for – b2b – lead generation, existing customer cross sell and up sell.

B2c – telecoms firms, internet providers, financial services all use telemarketing


+ can be highly cost effective – low cost but not free

+ 24 hour send and open options – convenience for targets and repository of information

+ digitally trackable

+ potential to reach large targeted audience as well as 1 to 1 or small groups

+ easy to integrate with other media , can be highly interactive

+ easy to test  A/B splits –

+ease of response for consumer

– easy to ignore , increasingly low response rates – b2c

– perception of junk mail

– issues with reaching audience – filters etc – esp in b2b

Good for –  ecommerce- increase sales – raise awareness of promotion and drive traffic to sites, raise awareness of new products and offers, used for signing up  -first level engagement,  good for standardised product sales, less suitable for complex products and high trust




+ geo-racking potentially highly useful for location based promotions b2c

+ immediate response possible

+ complements augmented reality, QR codes and other interactive technologies – good starting portal , app development opens further possibilities

+ direct access to target audience ‘never off’  lifestyle –  b2c, and b2b decision makers

-compatibility issues – can alienate customers, platform integration

-greatly differing levels of usage and commercialisation globally.

– quick outdating of database information owing to  handset changing etc

– distrust of mobile format- ‘intrusive’ plus security issues

Good for- b2c, extensive usage by fast food brands,  feeds to keep up to date with favourite brands or subjects, time based geo specific offers, mobile apps to facilitate purchase – e.g.train tickets, less good for high trust –  but customer ‘trust’ level and previous experience impacts

Direct mail

+  large reach using postcode based lists combined with other segmentation variables

+creative possibilities high – actual product samples,

+ relevant way to reach certain key targets – non internet enabled

+ attractiveness of ‘having something to open’  – novel

-green- environmental issues and perceptions

– database dependent – quality will impact response rate

-not immediate receiving or the response rate

Good for – complementary information sending, cross selling and up selling, emphasis on maintaining relationships , poor for who opens mail – appropriateness?

Social media

Twitter+ good portal to direct consumers from, potential potential high spread,  dialogue rich, sharing , immediate,  new product releases,

  • Currently limited audience – though they might be your audience, immediacy could be negative – lack of control
  • Ugc – both positive and negative

Good for raising and maintaining brand awareness, yet to be proved for direct sales.

Linkedin + highly targeted, good for b2b, good for non-profits and corporate engagement with cause, good for professional service firms, identifying decision makers etc

  • Less b2c based, not good for all consumer markets, still narrow, limited to group communications unless connected to individuals


Facebook + highly targetable via profiles, and layered consumer data, behavioural targeting,

  • Questionable over lead to direct sales, lower levels of engagement than expected.
  • +but may have some influence in certain areas, e.g. high street fashion, music downloads, brand/band/can act as new intermediary – trusted source…..

About admin

Adriaan Brits is a digital marketing consultant for S&P500 companies and analytics instructor for Linkedin Learning. His course "Digital Marketing Research" has more than 130000 learners worldwide.

Check Also

Extend Your Christmas Marketing Into The New Year With Dealer Chat

Yes, Christmas is usually a boon to all in the sales industry – especially those …

Leave a Reply