The right ingredients

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Mmmmm.....is their a common theme running through my blog at the moment. Food, cakes, ingredients. Can you tell I'm on a(nother!) diet! Well here is what I want to discuss, the "right" marketing mix - what is the right mix for you? I was at a networking event last week, and it made me rather cross to hear another marketing 'expert' who shall remain nameless, forcing their opinion that cold calling is dead and buried and that every company should only consider social media as this is the cheapest and has the best ROI. I disagree. Do you? Here is my main reason why. One size does not fit all. Although social media is growing at an incredible rate, not everyone has fully embraced it.........yet! According the Office of National Statistics, "Social networking activities proved to be most popular among 16 to 24-year-olds with 75 per cent posting messages, while 50 per cent of this age group uploaded self created content. However, social networking is not limited to young adults, with 31 per cent of Internet users aged 45 to 54 having used the Internet to post messages, while 28 per cent uploaded content." These statistics of the growth of usage of internet and social media certainly show a rapid change in behaviour that should not be ignored. However this statement shows that there is still a big gap in the older age groups not being as 'interactive' online. So if your business is targeting males aged 55 plus, is a pure social media strategy the right way? No, I don't think so! I believe every organisation is unique in their offerings, client and prospect base. And with that requires a unique marketing plan, with the right mix of tactics. One of my clients supplies a service and technology to other businesses who's main targets are CEO's, MD's and Sales Directors. A big push on Facebook, aint gonna capture these guys! However a multi touch point strategy, which includes direct marketing, telemarketing and LinkedIn, events and webinars, is the way forward. A mix of ingredients of inbound and outbound marketing techniques. What are your thoughts?