Customer Driven MediaSocial Media has increasedconsumer-to-consumercommunications in numerousways. Marketers must usenon-traditional promotionstrategies to engage YouTubeconversations. Companiesno longer have control overcontent, timing, or frequency. FacebookConsumers post reviews,share ideas independently,and get information ondemand, resulting in agroundswell effect. Twitter
The Groundswell EffectTraditional word-of-mouth convergence with socialmedia.Social Marketing:InstantaneousReal-time communicationMulti-mediaNumerous delivery platformsGlobal reach capabilities“The emergence of a highly educated, historically afﬂuent, and anincreasingly skeptical and demanding consumer populationfacilitates its acceptance in the marketplace.”Click here for more on the Groundswell Effect from Josh Bernoff
Traditional Marketing vs.Non-traditional Marketing Marketing strategies are the tools that marketers use to identify and analyze customers’ needs, and then show how their company’s goods and services can meet those needs. Interactive marketing refers to buyer–seller communications in which the customer controls the amount and type of information received from a marketer, providing immediate access to “key product information when the consumer wants it”. Interactive marketing creates opportunities for customers to go to companies for information (one-to-one marketing). The end result is to always deliver value to the customer.
Integrated MarketingCommunications (IMC)Managers must shape consumer discussions in a way that isconsistent with their organization’s mission and performancegoals, by providing customers with the necessary platforms.IMC = “promotional mix” that creates a uniﬁed customer focusedmessage.Advertising, personal selling, public relations, publicity, directmarketing, sales, and social media.
ExamplesProctor and GambleProctor Gamble- Global and Corporate StructureProctor Gamble - Twitter PageSwiffer Product EndorsementsSwiffer YouTube Channel -Product Demos by Customers
ExamplesGoogle’s +1 getsconversations going.Individuals can givesites their approvaland share with friends.Customers utilizeYouTube un-boxingvideos to satisfycuriosity aboutproducts they areinterested in purchasing.
Consumer FocusedRelationships Companies who use marketing strategies to build customer loyalty, will have repeat business. Social media/social marketing reinforces customer relationships through conversations.Through interactive marketing, companies can use avariety of media to start and keep these conversationsabout their products and services going.Theseconversations should ultimately lead to moreconsumers purchasing good or services from a company.
ReferencesHow to Be a Social Media Change Agenthttp://www.youtube.com/watch?v=iB9Npo3qtH0Kurtz, D. L. (2010). Marketing: The Art and Science of Satisfying Customers. Kurtz & BoonePrinciples of contemporary marketing (14. ed., pp. 2-19). New York: Cengage Learning.Retrieved from http://www.cengagebrain.co.uk/contentkurtz2808x_032482808x_02.01_chapter01.pdfW. Glynn Mangold, David J. Faulds, Social media: The new hybrid element of the promotionmix. Business Horizons.Volume 52, Issue 4, July–August 2009, Pages 357-365, ISSN0007-6813, 10.1016/j.bushor.2009.03.002. http://0-www.sciencedirect.com.library.regent.edu/science/article/pii/S0007681309000329