The Spear vs. The Hook: Understanding the Difference Between Traditional and Social Marketing
Hunting is about obtaining food. Marketing is about obtaining sales. Either way, you can’t eat unless you first understand how to use the proper tools.
A spear is a distance weapon. You refine the tip until it’s razor sharp and guaranteed to cut through anything in its way. Then you attach that point to a long, sturdy staff that’ll hold up under stress.
A spear is designed to be thrown. It allows you to maintain a safe distance from your target, penetrate its defenses, and then drag your prized kill home to be devoured.
That’s traditional marketing.
A hook is an invitation. It’s frequently adorned with something eye-catching, to help lure the attention of a passing target. It can float in the current for a long time before it loses its edge. And when a target does take an interest in the hook, then you’re able to reel it in.
That’s social marketing.
Both tools work. Just make sure you know whether you’re hunting or fishing, because that spear might get lost in the river.