Can classic marketing tactics really hold a candle to social media marketing tactics?
Think about the last time you read a magazine. Think about the last time you signed into a social media platform. Time spent on the computer/tablet/smart phone is much greater than time spent browsing print ads. With the wealth of knowledge literally available at our fingertips at any given moment, it seems only logical that these multimedia advertising and marketing venues would be the most profitable.
Communicating with customers is the core of marketing. In social media, this communication is immediate. It is live streaming. The company or brand can get a message out in an instant, and expand on that message continuously through feedback, comments, and sharing. Customers can also provide the same instantaneous feedback. A pleasant, or unpleasant experience, can be posted, tweeted, or shared, often resulting in a quick response by the company.
Starbucks is one of the leading brands present on social media, with platforms on Facebook, Twitter (over one million followers), Foursquare, and more - and they aren't just making amends for bad cups of coffee. They aren't just listening, and responding, but also talking to their customers, carrying on conversations with consumers directly. Compared to the "old" way of customer communication, the social media approach seems superior, both for the brand and the consumer.
Another way that social media marketing excels is in the language. Social media provides the opportunity to be human. The language has a real voice, not canned responses with "legally safe" language. Social media answers are straight forward, to the point, and use a language that is more relatable and less intimidating.
With more Fortune 500 companies joining social media everyday, it seems that this is the best way to connect with customers on a personal level. However, I do feel that a marketing approach that combines classic marketing and social media marketing would be the most effective. A strong marketing presence on social media is only going to complement a strong presence on television, radio, billboards, and print - particularly for leading national brands.
