OgEvolves - Charting the next revolution

In an earlier post, I referenced what I call the Mystical Internet. The idea is simple: with all of the hype surrounding new media, it’s easy to get swept up in the mystique of interactive marketing. One of the most hyped forms of new media is social networking–you know, MySpace, Facebook, and my personal favorite, Zaadz.

So I was both affirmed and concerned when I read Perry Goldschein’s post debunking the social networking hype.

Affirmed, because Goldschein has far more marketing experience than I do–and in his words, ”We [SRB Marketing] suspect that for direct response results, which the vast majority of our small and mid-size clients want, social networks will be hard-pressed to rival search and email — at least for some time.” Couldn’t agree more.

Concerned, because one of Perry’s co-presenters told the crowd to “forget” about the traditional forms of (and, by extension, strategies for) interactive marketing and instead focus on emerging tech only. Which is very dangerous advice.

As Goldschein astutely points out, search and email are still the two cornerstones of interactive marketing. Same goes for building quality relationships, helping others get what they want, and creating long-term trust and reciprocity. The Internet, after all, is an amplifier of, not a replacement for, sound business strategies and tactics.

Yes, video, podcasting, blogging, and other forms of social media are important. And as the adoption rates and technologies evolve, they will grow in significance and utility. But right now, search and email actually have best practices, and should not be abandoned anytime soon — if ever.

Indeed, according to eMarketer, email is still the best, and most untapped, resource for word-of-mouth marketing. And effective email marketing follows the same rules as your relationships: interesting and relevant content, a sense of intimacy, and unwavering respect and gratitude.

Many thanks to Mr. Goldschein for clearing the air on a confusing and often misapplied concept.