How is social media marketing different from conventional marketing communication?  

 

With the whole lot of people aggregating together to exchange the information, the dynamics of information spread changes and thus social media marketing trickily distinguishes itself from conventional marketing.

 

Below are some key differences between social media marketing (SM) and conventional Marketing (CM)

 

CM – Uniform, structured and clear. There are planned advertising campaigns with a set objective, clear directions and precise message. One does not change course depending upon the public reaction or opinion. The vehicle options are also limited to TV commercial, print media etc. conventional and figured out.

SM – Dissected, spread and unclear. It evolves over a period of time. You may need to put in corrective measures for the growing public opinion. Multiple options to showcase are present, there are plethora of websites and platforms – Twitter, Facebook, blogs, discussion forums etc.

 

 

CM – Unidirectional. Communication happens from a company to customer. Whatever company wants to communicate to the customers it does it straight. Primarily, information flows unadulterated towards the customers. This is in conjunction with simple signalling in marketing.

SM – Multidirectional. Initially, communication happens from a company to customer. But afterwards, it grows from one person to another. The underlying objective of the campaign is to involve as much customers as possible in the conversation. And as the information passes it is actively screened too.

 

CM – Long-range scheduling. Actions taken according to predetermined steps and planning. The outcomes of the campaign are also very predictable, at the very least direction can be understood whether it is failing or succeeding.

SM – Spontaneous, self-propagating. As the information flows from a person to person opinions get mixed. The product becomes popular or a dud. In fact, the art of social media marketing is in cracking this very nature to promote your brand.

 

CM – Specific. The communication is targeted towards a particular segment of customers. Company knows the customer profile and tweaks the campaign accordingly to attract the segment. Segments other than target segment may not be even communicated to.

SM – Random. Although, company would always start by targeting a particular segment more or less, but campaign can soon grow to encompass other segments. Information is generally available over the Internet and this is usually the phenomenon that new segments may emerge or people from one segment jump to the other or simply further unexpectedly other segments start getting attracted.

 

CM – Traditional know how and experience is required. Company need to run successive campaigns on the traditional mediums. There are not many different techniques or technologies to be handled or combined creatively to build an experience. Legal position is relatively simple, easy to understand and follow.

SM – Alternative, innovative experience is required. Rapidly evolving technical landscape. Companies have to be versed with them to effectively utilize them. Focus is on creatively bringing different technologies together to make it more attractive to the customer and convey appropriate message. It’s more experimental and that makes its legal position more unassured.

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