Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes.
The advantages of social media marketing are numerous.
1. It’s cheaper. A lot cheaper. We can reach 1,000 people for a fraction of the cost using social media than you can through television, billboards or even email
2. Social media is the only marketing platform that allows you to engage and interact with your consumers – it’s a two-way relationship, which can be hugely lucrative for brands
3. The results are measurable, and marketers can take immediate action to spot trends and re-align campaigns
It’s not all gravy, though. Social media campaigns can be time consuming and the impact can disseminate very quickly, whereas traditional marketing campaigns, certainly in television, can produce short term results that have greater tangibility. Let’s visit these points in details.
Traditional media will often present the product or offer, but the “interaction” ends there. When it comes to social media, the company and consumer truly interact and react off each other.
• Can you prompt discussion and networking through the ad? In today’s social media society, it’s all about networking and relationship building. Consumers can actively choose to follow or “like” certain businesses and may be prompted to act based on incentives or the receipt of ongoing news and information. Traditional media is simply product presentation–no networking or relationships can be built with the company or amongst consumers.
• Can you easily encourage friends or your network to discover the ad? With social media you may find commonality with other friends or family members as you build a relationship with the company. One example is with the site Groupon where the more interest conjured up from friends and networks, the more likely the deal will come to fruition for all. Plus social sites like Groupon can be shared on other social vehicles like Twitter and Facebook. When it comes to traditional media, there is no connectivity. If you choose to shop with a certain store or brand you can possibly sign up for a mailing list to receive coupons or other correspondence but the relationship typically stops at that point. The best way to network through traditional media is through social media or by emailing information to friends and/or cutting out ads and giving them to friends.
Determine how long the ad is or can be relevant. Both social and traditional media can be relevant for numerous years. For example, famous TV or newspaper ads from the past continue to live on in the hearts and minds of fans across the globe. The only difference is that while traditional and social media can have the same creative impact, they both do not have the same lifespan accessibility.
• Can you conjure up the mass media ad on demand? Consider what happens during the Super Bowl/IPL and the highly anticipated advertisements that accompany the big game. While creative and engaging, the ad appears and then it may reappear again in the future when you watch TV, but you can’t access it on your own–a perfect example of traditional media. Quite the contrary, with social media ads, you can nab it on YouTube or Facebook whenever you want to watch it. You can also share the ad with friends and family members–part of social media’s relationship building appeal.
• Can you control what you watch? With traditional media you must watch the entire ad, even though your favorite part happens during the last two seconds. With social media you can rewind or fast forward at your whim. However this method only works with mass media (visual or audio) marketing.
Traditional markting had been an important element in the marketing mix since the dawn of advertising.It is trusted aong consumers and has been proven to be a valuable tool for business and organisations.The problem in that consumers are looking for the fastest and most interactive ways to get information about products they are interested in .At the same time business is looking to measure exactly what their ROI is on marketing medium they use in their overall strategy.
Social media marketing provides a solution to this problem.It is fast,engaging and interactive way for consumer to learn about product and services .Social media can also provide businesses with data driven analytics about who is viewing their content ,what are customers’ opinion about products and services for a relatively small investment.So it can be said “Do not sell Product rather sell Process” ,its all about people choices ,likings/disliking .Higher th