One of the strongest points of telemarketing is the flexibility, speed, and the skill it demonstrates when it comes to both customer and prospect engagement. Today, these particular advantages are needed more than ever as online technology enables the vast and swift gathering of information but the efforts to determine and utilize its value are still way far behind.
Many marketers are saying that social media is at the top when it comes to that information with Facebook still remaining as the lead figurehead of the new medium. The most naïve even go as far as to say that traditional techniques like telemarketing would be completely phased out by purely digital tools.
However, even within the online sphere, professionals are saying that Facebook admits to the limits of its own user information. One of them is Robert Hof, a Forbes contributor:
“Social activity has long been embedded in most online services, from Google search (based on the collective linking choices of website owners) and email to Pinterest, Twitter, and those content sharing services such as ShareThis and AddThis. And now that Facebook has created its own ad exchange, allowing advertisers to use data from elsewhere on the Web to target messages to people while they’re on Facebook, even Facebook itself is acknowledging that there’s useful data to be gleaned from off-Facebook activity.”
Still, why focus on just the limits of Facebook? Why openly admit the flaws of online information and remain closed to the possibility of better information obtained outside the internet? It'd be much better to recognize both as equals that can form together to cover the gaps.
Now here are two of the several flaws of social media information and how telemarketing helps cover for these flaws:
- Anonymity – Facebook and other social media sites are still in the midst of cracking down on anonymous users. Still, that's the problem with digital technology. It's still relatively easy to fabricate multiple social media accounts, multiple online personas, and multiple pieces of contact data. More than half of these might not even be for ulterior purposes but are simply different branches of your prospect's business presence online. On the other hand, you might end up finding two of these branches but can only qualify their business as a whole. Sadly, this is something more easily avoided with just a call to the phone number instead of just instant qualification via social media.
- Online Security – Given the never-ending tide of hacker attacks and major online leaks, it's no surprise that business are still quite hesitant to put all business information online. And take note, much of that information is critical to qualifying them for sales leads. You may be able to glean the size of their business from social media but good luck trying to convince them to share financial information like their budget.
Social media is but only a percentage of total information you can find online. Though because of that, it shares its flaws. There is still too much anonymity and online communication remains to have many security. It's always more prudent to not depend on it entirely and use offline tools like telemarketing services to cover for its limitations.