Traditional Marketing is not Dead, Social Media is a Booster
In this article
I clearly draw my attention to the reasons why businesses need to balance
traditional marketing with the new modern marketing trends. I will define
Marketing in simple terms as the management process through which goods and
services move from concept to the customer. It includes many aspects but
usually business entities pay attention to the Four elements called the 4 P’s
of marketing. These include;
1 .Identification,
selection and development of a Product
2 .Determination
of its Price
3 .Selection
of the distribution channel to reach the customers Place
4 .Development
and implementation of a Promotional Strategy
Traditional and Social Media marketing
are two completely different processes that need to be understood
separately. The funnel for social media
marketing is the opposite to traditional marketing , with the former
looking to find new customers through word of mouth and through the
recommendation of retained and loyal ones.
With the
above mentioned elements, it’s unblemished that social media cannot fully
enhance the potential of marketing by itself. Numerous organizations that are
faced with tough economic and financial times resort to downsizing their
marketing teams so as to adopt more online marketing. Neither Social Media nor
Traditional marketing can efficiently support smooth business operations in the
digital era.
When it comes
to the identification, selection and development or re-branding of existing Social
Media does not have much to do with the entire process, therefore laying off
your marketing team with the intention of maximizing online marketing will
leave a huge gap when the necessity for re-branding arises.
The
determination of price is largely determined by the prevailing market forces of
demand and supply. However for companies that have efficient equipment and
people always get an advantage when it emanates to pricing of the product. Their
Costs of Goods Sold (COGS) are much lower than those that are inefficient in
their operations. Highly trained individuals can safely execute this process.
Hence undoubtedly signifying that Social Media does not have the capability
when it comes to pricing and re-pricing commodities.
Well-coordinated
teams and agents have the capacity to effectively distribute the products or
services to the customers. Supply chain and route to consumer operations cannot
be left to online operators to handle but rather social media simplifies
communication in the entire process of delivering the product to the customers.
Inopportunely many social media strategists have convinced many companies to
adopt an online trend of running marketing without vividly giving attention to
the elements of marketing.
Online
business is as efficient as the networks that support it. If there is anyone
who still doubts that the more efficient the network is the better the online
marketing strategy. You do not want to experience the agony that clients
experience when the networks fail, in such circumstances the organization can
only delver if it did not put all its eggs in one basket while drawing a
marketing strategy. Marketing is based
on thinking about the business in terms of customer needs and their
satisfaction. Marketing differs from selling as selling concerns itself with
the tricks and techniques of getting people to exchange their cash for your
product. It is not concerned with the values that the exchange is all about.
Business organizations
need to understand that marketing invariables do view the entire business
process as consisting of tightly integrated efforts to discover, create, arouse
and satisfy customer needs. In other words; marketing has less to do with
getting customers to pay for your product as it does developing a demand and
fulfilling the customer’s needs. This is in contradiction to what many social
media strategists will reveal to you during business consultations.
Social Media
has the potential to work hand in hand with all the elements of traditional
marketing to deliver efficient ways of operating in organizations. Both small
and large establishments need to draw up their marketing strategies and therein
also lies the social media strategy. Therefore businesses can still run their
marketing traditionally at a huge cost or employ both the modern marketing
techniques of using social media with traditional marketing to improve
efficiency. The power of social media is increasing
every single day. What is becoming more prevalent is that not having a
structured social media strategy for marketing will negatively affect a
brand’s reputation.
By Mwebya Fred
mwbyfred@gmail.com
www.twitter.com/Ugaman01
Thanks for sharing this!
ReplyDeleteVery informative
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