Marketwired Blog

Social Media Doesn’t Mean the Death of Brick and Mortar



brick mortarJust about every industry has been affected by social media in one way or another. This is the new digital reality that organizations have to accept and adapt to.

One of the industries most affected by the digital revolution was  publishing and bookstores.

The reasons are simple. the advent of e-books along with a new digital advertising and communications model were the core reasons.

Borders, one of the most popular book store chains, went out of business merely years after e-books hit the world. Meanwhile, their competitors began using social media to help fuel it to newfound greatness and increased sales.

How did social media help this transition?

People were talking up a storm about e-books and online communities were being built to discuss books and the technology that was available to enjoy them. Books bring out the passion in people, and social media is where passionate people connect.

As for bookstores, the survivors used social media as an effective and relatively inexpensive new marketing and communication tools at their disposal.

Popular Strand Books located in New York City is a great example. While their competitors were closing  their brick and mortar stores, Strand turned to social media to connect with audiences to stay relevant. They used social media to drive new customers into their stores.

Strand has over 25,000 fans on Facebook.Now, that’s impressive. They also have a presence on Twitter and Instagram. In Canada, Indigo has changed their communication model to use digital elements including social media.

Digital marketers within all sectors need to realize that just because they operate brick and mortar stores, it doesn’t mean they have to lose business to digital competitors. Social media has the potential to generate leads, many of which can be qualified.

Embrace the technology around you. Discover where your audience is spending its time and then connect with them there. Granted, not every person will become a paying customer but it does give you tools to drive brand awareness.


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