Tumbling into the Marketing Mix
Tum¬≠blr, a social blog¬≠ging plat¬≠form, launched in 2007. My first blog post on Tum¬≠blr was Novem¬≠ber 25, 2009. I began using the blog¬≠ging plat¬≠form sim¬≠ply to learn and grad¬≠u¬≠ally built a theme around my per¬≠sonal blog; how¬≠ever, I only knew a few other friends using the plat¬≠form at the¬†time.
Three years later, my per¬≠sonal blog theme has changed, but the more impor¬≠tant fact is that the plat¬≠form has grown by leaps and bounds. eMar¬≠keter and The Nielsen Com¬≠pany have recently pub¬≠lished reports stat¬≠ing that Tum¬≠blr expe¬≠ri¬≠enced 183% growth in just one year (May 2010 ‚ÄĒ May 2011). Accord¬≠ing to Mash¬≠able, Tum¬≠blr is now a more estab¬≠lished blog¬≠ging site than Word¬≠Press in num¬≠ber of blogs hosted (29 mil¬≠lion blogs as of Sep¬≠tem¬≠ber¬†2011).
I recently gath¬≠ered together¬†Engauge‚Äôs Dig¬≠i¬≠tal Inno¬≠va¬≠tion Group to dis¬≠cuss and brain¬≠storm the growth and use of Tum¬≠blr for indi¬≠vid¬≠u¬≠als as well as brands. We have been div¬≠ing deep into the world of Tum¬≠blr and even cre¬≠ated a pri¬≠vate Tum¬≠blr blog to house all of our research.
Tum¬≠blr is chang¬≠ing the way peo¬≠ple blog by adding social shara¬≠bil¬≠ity within an easy-to-use web and mobile interface.¬†The social fea¬≠tures of Tum¬≠blr make blog¬≠gers more aware of their audi¬≠ence. Blog¬≠gers have been able to track URL vis¬≠its on many other blog¬≠ging plat¬≠form; how¬≠ever, Tum¬≠blr specif¬≠i¬≠cally noti¬≠fies users when other users fol¬≠low, reblog, like or com¬≠ment on their¬†posts.
Tum¬≠blr is not only mak¬≠ing a huge impact on the blog world, but¬†the plat¬≠form is also an impor¬≠tant piece of the over¬≠all mar¬≠ket¬≠ing¬†mix.
Social shar¬≠ing inte¬≠gra¬≠tion is an impor¬≠tant ele¬≠ment in the over¬≠all mar¬≠ket¬≠ing mix because it allows indi¬≠vid¬≠u¬≠als to eas¬≠ily share con¬≠tent to the platform(s) of their choice. I know that I am more likely to share con¬≠tent if it means I sim¬≠ply click a few buttons.
Try it out on with this blog. I updated the social shar¬≠ing with a Tum¬≠blr but¬≠ton (see the top and bot¬≠tom of this¬†post).
So how is Tum¬≠blr chang¬≠ing the mar¬≠ket¬≠ing¬†mix?
Tum¬≠blr is another plat¬≠form to take into¬†con¬≠sid¬≠er¬≠a¬≠tion when mar¬≠ket¬≠ing a brand or build¬≠ing a campaign.
Should your brand jump on Tum¬≠blr just because ‚Äúevery¬≠one else is doing¬†it?‚ÄĚ
Not¬†nec¬≠es¬≠sar¬≠ily. Plat¬≠forms and tools, such as Tum¬≠blr, are not the core of mar¬≠ket¬≠ing. The core of mar¬≠ket¬≠ing is con¬≠sumers ‚ÄĒ focus¬≠ing on indi¬≠vid¬≠u¬≠als and how to best com¬≠mu¬≠ni¬≠ca¬≠tion with them. Mar¬≠keters need to research their tar¬≠get audience(s) and goals before jump on any plat¬≠form includ¬≠ing Tumblr.
It is very impor¬≠tant to back away from the fancy tools and focus on strat¬≠egy. You can use all the fancy tools in the world, but you will not get any¬≠where with¬≠out thought¬≠ful strategy.
Below are a few recent exam¬≠ples of brands using Tumblr: