Traditional vs Social Marketing

Traditional vs Social Marketing

By Jhonmar Castillo
mokaproductions.posterous.com

In the last year social media has exploded, becoming one of the most talked about themes of the internet and perhaps the most discussed topic among marketing and advertising professionals, as they grapple with the co-existence and integration of traditional marketing and advertising techniques with Social Media Strategies. There is now conflict between adherents to “Old Media” and the new Social Media. Traditionalists may stubbornly attempt to insert the status quo of time tested methodology into Social Media often with poor effect.

What it is being forgotten during this process is the simple evaluation of human behavior and the question, “why does social media exist?”

A good strategist must first understand the primal “evolution” of all confrontations before planning and putting in effect any possible alternatives. Now let’s evaluate my statement by answering the basic question, why?

Why do social media exist? Social Media is a technological expression of a strong human need for interaction with others. Social media in fact, acts as a facilitator for cyber interrelationships among individuals, bringing people closer to each other, creating new forms of socialization and interaction, while pursuing common interests and facilitating communication by creating synergies. Social media saves time by being an efficient method of disseminating personal and business information and streamlining logistics. Technology is the key that enables this interaction.

So when advertisers evaluate the criteria of their perspectives they must first and foremost understand the technology behind it and how it can benefit the community.Then and only then will they know how to approach the issues. Once we have determined that technology will influence the behavior of society, it will be easier for the strategist to predict trends by studying sociological tendencies and consumer’s responses, adjusting their messages to fit the media that will penetrate and most important, influence consumption behavior within that community, knowing that those trends and behaviors will be directly influenced by technological developments.

In a conflict where team “A” or “traditional media” is in a defensive mode, fighting for their irrefutable place in the business against team “B” the social media activists who believe that their social movement will abolish and make traditional marketing tools obsolete and irrelevant. I must say that they are a both missing the point, simply because today we are witnessing a moment of transition where we must prepare to pass the torch, in order to create a whole new category, and a brand new meaning for the word “advertising”.

What is changing?
What is being changed is the word “advertising” and it is being substituted by the word “Share” or “Follow”. Advertising has come around full circle in the product exchange process, where by sellers and consumers are back to one on one contact, thanks to the close and direct interaction that social media allows during the transaction. The seller can experience the content or discontent of its audience quicker and in a more personal way, while consumers feels closer and more loyal to their brands. The secret and success of a good advertising campaign in today’s environment should rely on the understanding of the exchange process.

It is irresponsible to think that traditional marketing tools will not have an impact on consumer behavior, but it is even more irresponsible to consider that social media strategies are not a major factor in the future of marketing. One thing is certain; we have not seen the true power of social media as yet. This is a bright opportunity to draw a new horizon with infinitive and creative ideas.