PDMA Highlights Social Media

The Philidelphia Direct Marketing Association recently wrapped up their Welcoming Social Media Into Your Marketing Mix luncheon on October 21st at the Crown Plaza hotel in King of Prussia, Pennsylvania. The gathering, which highlighted insights into deployment and strategy, as well as resources and technology of6a010534998f56970b01156fa77cc5970c-320pisocial media as used for a marketing tool, was moderated by Denise Williams, Director of Marketing at Goodman Marketing Partners.

Michael Brenner of SAP America, had this to say of social media marketing: “Social marketing is marketing and, as organizations, we’re required to listen to consumers first and then determine how we’ll answer back,” he added, “If we listen intently, we’ll understand how our customers and prospects are defining the social media strategies of our companies.” But he was not the only one who had quite alot to say at the luncheon, which was an intensive presentation of a wide array of social media marketing topics, including management expectations, cost and content, and knowing just what sort of fiscal changes would be needed to implement these strategies.

“Social media is in large part being relevant to our target audiences. Listening to online conversations reveal how consumers talk about our companies and products which inform Web site content and keywords for search optimization. Twitter only allows 140 character tweets, so there is oftentimes a referring URL to a webpage. In 2000, content was king; today it is the deck.” said panelist Gary Spangler, emarketing director for DuPont, emphasising the great importance of search optimization in online marketing strategies, reminding the audience not to lose sight of the fundamental core to social media marketing.

“Just ask your customers,” Strategic consultant Michael Leis presented, again speaking on the benefits of interactive marketing, “Ask what they do, where they go…then go – observe and listen.” Subaru’s Product Marketing Specialist, Brandon Baldassari added,“Start by addressing misinformation that’s out there about your brand. Go where your brand enthusiasts hang out online.” The overall message seemed clear- social media marketing is definitely the modern businesses’ path to a more inclusive, more expansive means of advertising and promotion. Many points were made about how vital it is to personalize the experience, and make it more user friendly and approachable- a more intimate way of marketing than seen in traditional print and other ads.

If you’d like to attend the next PDMA meeting, it is set for Wednesday, November 18, 2009 from 8:00 a.m. to 10:00 a.m. at Penn State Great Valley in Malvern, PA. Eric Keiles, Founder and Chief Marketing Officer for Square 2 Marketing, will present “How Growing Companies Can Reap Big Benefits on Limited Budgets.” This PDMA-sponsored event is open to members and non-members. The cost for PDMA members is $25; non-members pay $35. To register, visit or call 215-473-1668.