There is a Radical Shift in the thought process underlying Conventional Marketing Methods and Social Media Campaigns .Lets discuss some of them.
Flipping the Funnel
In conventional Marketing we’ve prioritize our limited resources and time on trying to find and convert new prospects( Top of the Funnel) .Retaining those customers(Bottom of the Funnel) is often an Afterthought. Reason being until recently, there was little we could do to keep existing customers that was significantly different from the tactics used to attract new ones. the best you could do after turning a prospect into a customer was to provide a great customer experience and just hope they come back to buy more and bring their friends with them. With Popularity of Social Media and Internet you no longer have to hope that customers come back and bring their friends with them. Now you can reach out them and make word-of-mouth as easy as clicking the share, like, or tweet buttons. The Cardinal Rule to remember in Social Media Marketing is that it does not end with the sale, but rather it begins after the first sale (the bottom of the traditional sales funnel)
Social Media is Like a Cocktail Party
Approach social media like cocktail party, with the purpose of having valuable interactions with others with whom you may form lasting friendships. If you follow this approach, many of these contacts and interactions may lead to business opportunities. The strategies that are used for traditional media will not make you popular on social media platforms. In a social interaction people do not enjoy being interrupted so that you can talk about your products, or if you use forcing techniques to make a sale. On social media, the favourites are the people (and businesses) that make friends
Structured Vs Dissected
The Marketing campaigns include structured Ad Campaigns service Hotlines , the Approach undertaken in Social Media Campaigns is Spread out and unclear which can includes anything from a status update, blog articles, YouTube Videos, Tweets , community posts etc
Active-Passive Vs Active-Active Relationship
Conventional Marketing is Unidirectional With one to many Relationship between company and the Customers where information is conveyed by the Company (Active) and consumers only Listen while in Social Media Marketing the Flow is Multidirectional with Many to Many Relationship where all the stake owners ( Customers and company ) talk and listen actively
Well Planned Vs Spontaneous
In Conventional Marketing the campaigns are planned over a period of time and after a lot of brainstorming while Social Media Marketing is all about being agile and spontaneous and changed after getting the feedback from the Users.
Closed Vs open
In Traditional Marketing the communication between the Companies vs. consumer is well reviewed and point of discussion is kept between the concerned parties while in Social Media campaigns anybody can read, join and comment on any discussion.
Specific Vs General.
While Traditional Approach is optimized for certain target Audience and Markets , Social Media campaign is aimed at general Public and available for anybody anywhere .