Rave media and Marketing Communications
Traditional marketers understand marketing to be comprised of four mixed facets, known as the Four P’s: Price, Product, Placement and Promotion. There are different theories about where social media fits into this picture. Some say it lies in the promotional sector with PR and advertising; others would argue that because you relinquish a portion of the conversation to the consumer, it’s in a fifth category all its own: people.
With the prevalence of social media outlets and places to rant, rave and review, word-of-mouth marketing has become a streamlined force of communications and reliability for consumers — but not necessarily for brands.
A healthy marketing mix revolves around the product and its price, as well as how its value is conveyed to the consumer for longevity, market immersion and trust. Though humanizing the brand is important, and thinking like the consumer is an integral part of gaining insight into what the next step for the brand should be, social media should be reserved for the sake of gaining intelligence, interacting with customers and managing crises. The online presence should act as an extension to already existing marketing messages, not the end-all be-all.
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