Social Media is a Tool, Not a Replacement: Marketing Conversation
This post is courtesy of Abraham Harrison’s Marketing Conversation blog. Written by Robin Pangilinan, it’s a smart assessment of how Social Media should be used. (Note that verb there-“used” -as in using a tool.)
Social media is an essential part of marketing today but it is not a replacement for marketing itself and its disciplines. Social media is a powerful tool that advertisers can use to reach consumers in every corner of the marketplace. According to Jay Ehret in his “Will Old Marketing be New Again?”:
It’s time for the classic marketing disciplines to make a comeback. We’ve had our fun with social media, but now it’s time to grow up. Social media is a tool that enables marketing, it doesn’t replace it. In fact, a case could be made that social media’s misuse has led to a decline in the quality and effectiveness of marketing…
…So what are the classic disciplines of marketing? They are what I consider to be the four essential spots of marketing, as illustrated in the Marketing Circle of Life: Branding, the Customer Experience, Conversation (which includes social media), and Advertising. Some marketers might add research, testing and others. That’s fine, but if you stick to the first four, you will have a solid and effective marketing plan to build your business.
(Make sure you click through to Jay’s post which has an interesting video)
It is true that social media is not a replacement for marketing itself but when social media came into the picture the image of marketing has been changed extending its horizons. Social media gave advertisers a more powerful medium to get opportunities to have more clients.
This is just one of a series of posts about Social Media and Marketing that I have mined nuggets from and to help you the consumer, blogger, and marketing people get the best from the minds of Abraham Harrison MarketingConversation.com
Stevie Wilson, LA-Story.com
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