In order to succeed in today’s competitive advertising and marketing space, as per Antony Young’s “Brand Media Strategy”, page 15, a company “must take full advantage of the Google and Facebook era.” Moreover, a company’s success is really “all about the branding.”
When comparing and contrasting the “Direction and Communication” aspect between classic marketing and social media marketing, it is important to consider that in today’s media marketing environment, by creating a personal experience for the customer, the customer ultimately becomes a “brand evangelist” as stated by Antony Young in Brand Media Strategy, pg. 13.
In the classic marketing strategy, the “Direction and Communication” regarding the brand was spread by the company with the company mainly listening. While yes, “word of mouth” as mentioned by Young in page 24 was valid in the past and continues to play a factor with consumers influencing their immediate sphere, beyond this today is for the customer to create the ability for the consumer to experience the benefit of the product being advertised. In this sense, the “social proof” mentioned by Young through not only the experience but by further testimonials and reviews, makes it much simpler for a future potential user of a product to feel they are making the right choice in the purchase experience.
While both aspects can work together, meaning, initially, the company may spread a message which will be successful through detailed targeting of a specific audience, ultimately, then with the consumer’s help through word of mouth and the sharing of their experience via a review or testimonial, the two may find a synergy enabling future success.
The only instance in where I believe the classic, unidirectional method of message dissemination may be more successful would be in considering a legal team defending a group of people where statistics or straight numbers are what matters. Oftentimes, when cases are in the middle of being deposed, much of the message cannot be made known to the public. So, brief numerical statistics are used to garner support. In South Florida, billboards, radio ads and bus benches are popular methods used by legal teams to reach this objective. As per the FindLaw blog of November 10, 2014, “This explains why so many lawyer billboards feature ads for — drum roll, please — DUIs and personal injury.”
Later, when a case has been settled, word of mouth through both traditional media as billboards, print and even radio, together with those digital today such as Facebook, Google Reviews, Twitter and testimonials are websites are used to further support for future efforts.
When comparing and contrasting the “Wealth of Experience” marketing aspect between the classic marketing and the social media marketing, in the classic, analog, where “similar campaigns and an assured legal position” were traditionally used, the fact this allows for little change puts this method in a clear disadvantage to the more alternating and innovative digital method, where “changing technical requirements, new marketing concepts and no assured legal position will ultimately allow for the ability where, as per Young in page 20 of Brand Media Srategy, “Marketers have been able to adjust a campaign as it evolves, fine-tuning efficiency and response. New media techniques have allowed marketers to test and improve each campaign over time…marketers adjust their campaigns more speedily now that they know what works and what doesn’t.”
Frankly speaking, with an ever changing demographic which is and as per Young in page 29, an “attention-elusive consumer”, not only is the new social, digital way more better and more effective, but the classic way may become, if not already, obsolete. These two cannot work together. Synergy does not exist. Marketers and companies must be able to spread a message quickly. Moreover, once spread, this message must be closely monitored through readily available analytics on digital platforms, where, studying these properly, the marketer can almost immediately gauge success and engagement.
Now that we’re in an election year, political candidates and their advertising quickly come to mind as a perfect example. As per the Washington Examiner’s piece “2016 Campaigns Using Social Media for more than Facebook ‘likes’” “ dated July 31st, 2015, “Most political campaigns will work with firms like Synthesio to grasp what Americans are saying about them and their policies and use the data that is gathered ‘in real time’ from sites like Facebook and Twitter to adjust their messages accordingly.”
And, as stated in the piece, Facebook and Twitter are examples of channels in which the alternating and innovative marketing aspect can be put to practice.
Depending upon the objective of the business, both classic and new marketing strategies may be employed. Sometimes individually, and hopefully, more often, than not using a combination of both. Both will prove to not always be successful. As with most business development strategies, trial and error will be used to ultimately find the best mix.