Tag: social media advertising

In a recent interview, the CEO of major Canadian marketing companies revealed her opinion on the channel.

One of the most renowned independent marketers and communications entrepreneurs in Canada, Arlene Dickinson has shared her views on social media marketing and its associated cost.

She was interviewed by Ernst & Young over video to share her ideas with the other marketers.

According to Dickinson, when comparing the cost of social media marketing with more traditional techniques, she began her answer by pointing out that “it’s really difficult to compare cost.” The reason is that it is very hard to look at a comparison of cost on its own when it comes to any kind of advertising tools, not just this particular type.

Dickinson takes a deeper view of the value of social media marketing beyond what is spent.

She went on to explain that social media marketing can appear to be “much less expensive” when it is compared to more traditional methods. However, she explained that “it’s really about whether or not you’re getting your audience to hear your message and to act on your message.” For that reason, it can be very challenging to look exclusively on the number of dollars put into a specific tool for a specific campaign, because the impact must also be brought into consideration.

Dickinson also explained that this is the case no matter the purpose of the social media marketing or other form of advertising, from attempting to encourage people to take action, purchase something, or to build a brand.

Therefore, Dickinson feels that “just a cost analysis is never the right way to look at it.” Instead the ROI (return on investment) must be examined based on the dollars that have been spent and the size of the budget for that purpose.

This can help to place social media marketing in a new light, as many people have either applauded it for being extremely inexpensive, while at the same time others have booed it because it doesn’t always generate the same results as more traditional methods. The ROI must be the measure of a certain campaign’s success.

Dickinson is the CEO of Venture Communications and is broadly known for her strategic and creative approach which has made the company an international powerhouse with a client list filled with blue chip organizations. She is also the CEO of YouInc.com and Arlene Dickinson Enterprises, and is known for her participation in the award winning television series, Dragons’ Den and The Big Decision, as well as being the author of the book Persuasion – a #1 Best Selling book, and the creator of the Persuasion product line.

The advertising and promotion technique is breathing new life into the traditional antique business.

According to the latest trend reports, even businesses that are centered around the preservation of the past – that is, through the sale of antiques – are benefiting from what social media marketing has to offer.

Antique galleries and shops are now using Facebook, Twitter, Google+, Pinterest, and so on.

This comparatively recent trend of social media marketing is providing a new vitality to a trade that has not changed in a very long time. Many antique dealers are using several different networks in order to better promote their collections and to be able to appeal to a whole new and younger demographic.

This social media marketing trend is becoming much more evident at antique fairs and other events.

For instance when perusing the various booths at the Chicago Antique Fair, this year, it became very evident that many of the participants were looking to social media marketing to be able to hold on to the connections that were made at the event. One prime example was the Chicago based Leslie Hindman Auctioneers, which calls itself the largest auction house in the Midwest, and that is the fifth biggest of its kind in the United States. They have been using Twitter since 2010 and Facebook since 2008, and have now recently added their own Pinterest page.

According to the auction house’s business developer, Laurann Cavenaghi, the main goal of advertising and promoting is to solidify consignments that are high in quality. She pointed out that social media marketing is one of a number of highly effective ways of accomplishing that goal. She stated that “We share our catalogues, promote events, and market our upcoming auctions on Facebook and Twitter.” Cavenaghi went on to add that “It also allow us to reach younger audiences that are becoming increasingly interested in the art and antique markets.”

Social media marketing isn’t limited to larger auction houses and dealers, though. It was clear that even smaller antique dealers are benefitting from this technique. New York’s Rehs Galleries is now run by Lance Rehs, the fourth generation in his family to do so. He also identified interacting with people over social networks as an important element of his daily work.