Does Social media marketing mean the end of traditional advertising?

The use of social media marketing is increasing rapidly among companies (King. et al., 2014). Much attention is paid to social media’s role in the marketing mix, not least in relation to traditional media (LaPointe, 2011). LaPointe (2011) states that it’s becoming more popular with marketing strategies that rely entirely on online tactics. At the same time, many marketers are still unsure of how to go about this ocean of platforms and opportunities called social media, as pointed out by DeMers (http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/) and Hanna et al. (2011). Let us therefore have a look at what research has to say about social- versus traditional media! Could it be that companies are too quick with planning the funeral of conventional advertising? 

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Shifting paradigms, reconsidering the 4Ps of marketing

Brands are created by the interaction between the company and the customer and this has been the result of the internet creating the platforms that allow the customer to have their say. (Christodoulides, 2009; Deighton & Kornfeld, 2009) With this power shift, in terms of consumers now appearing to have greater power in the marketing relationship between consumers and companies, personalisation and customisation have become more prominent a feature of both marketing and product/service development (Winer, 2009). 

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The new and inherited features of the online marketing setting

This analysis aims at elaborating the mutual traits and difference between online marketing environment and traditional marketing environment by looking at the essential factors influencing the communication between brands and consumer. Factors differs the online marketing environment from the traditional one are promotion and place element in marketing mix, audience reach, and the emerge of empowered consumer. Because of the change of marketing setting, the appraisal on media marketing’s performance is therefore different in terms of the effective factors. In other words, because of the dynamic nature of online marketing setting, branding approach emphasises more on interaction with empowered consumer and the reach of audience can be more specific by tracking individual online behavior. Unique user’s database serves greater value on targeting for marketing promotion. 

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