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Why Business Executives Fear Social Media Marketing | Social Media Today

Written by Chris Horton.

This post was born out of a fascinating and revealing conversation our CEO recently had with a business executive of a prominent Minneapolis-area car dealership who absolutely refused to entertain the idea of social media marketing in general, and Twitter in particular.

A marketing director, she was convinced that her fairly expensive ad spend on a local radio station was all their brand needed to reach its target demographic, 18 to 45 year-old men.

Incredulous, our fearless leader tried to explain that such a group was one of the sweet-spots for social media/Twitter marketing (in fact, 70% of Twitter users are between the ages of 18-45; of these, just under half are men). The marketing exec seemed agitated. She would have none of it, and quickly changed the subject.

This experience is not an isolated one. I’ve had numerous conversations with business leaders in the over-30 crowd whose opinion of social media ranges from that of novelty item to utter abomination casting a blight over their well-ordered business universe.

Why does the mere mention of social marketing upset so many executives and business owners, anyway?

Read the full article on socialmediatoday.com

Read the original blog entry...

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Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.