Lions or Tigers or Both? Oh My!

“May we start off with a discussion of tactics today sir?” I began, hoping to get some specific questions answered.

The Effective Detective raised one eyebrow – a sure sign I had caught him just a little off guard, before responding.

“If you desire Watson, and what specific tactic would you care to discuss?”

“Should a business advertise on Facebook™ or Google™?” I shot out the question quickly before The Detective changed his mind.

“A nice direct question Watson, and the answer is also quite direct,” started The Detective with that half-smile that made my stomach drop; it would seem I had walked into a trap. “The answer of course is one, the other, both, or neither,” The Detective finished with a smile.

“That is hardly a direct answer sir!” I loudly objected, knowing that I had already lost and the conversation would move along the direction The Detective wanted.

“It is as direct an answer as your question allows, Watson. You provide absolutely no context as to the nature of the product or service this hypothetical business that is placing the advertisement provides. No context as to their market. Indeed, I would assume from the very question, this company has given no thought at all to their market, and certainly not to their marketing,” The Detective said in response.

“Yet, it is a common question that deserves an answer,” I tried again gamely.

“Rubbish I say!” exclaimed The Detective, “Besides the rather sarcastic reply I gave there are only two other appropriate responses to that question.”

“Sir?”

“The first: ‘Well that depends, what is your product or service, and how do you know that anyone on either of these platforms will be interested?’  The second: ‘If you are looking to do a test to determine whether there is a possible market for your product or service on at least one of these platforms, than do both, but be sure to limit your investment to fit your research budget.’

“There really are no other effective answers,” The Detective quietly finished.

“That is it?” I asked, for some reason expecting more.

“Wait, yes, there is one other reply. ‘If you haven’t done the research, or aren’t doing research, then advertise on neither.'”

“Another sarcastic one,” I noted.

“I’m sorry Watson, but those are the only responses I could possibly give. After all, I am not The Social Media Detective, I am The Effective Detective. Blindly plunging into the latest marketing trend like Social Media is a terrible mistake. You need to give it some thought, acquire and analyze the data before you spend a lot of time, and possibly money.”

“Always back to the data eh sir?” I responded.

“Quite so, Watson, quite so.”