Social Media Marketing is a redundant concept. The new generation has not seen a world without social media. Therefore there is no point in distinguishing social media marketing and non social media marketing.
Allow me to elaborate and explain.
Folks try and dissect ‘marketing’ in different ways.
A. Based on who we are trying to reach
- B2B Marketing
- Consumer Marketing
B. Based on how we reach the target audience
- Direct Marketing
- Mass Marketing
C. Based on ‘who’s looking for whom’!
- Outbound Marketing (Finding consumers)
- Inbound Marketing (Being Found)
D. Based on the type of activity
- Email Marketing
- Trade Show marketing
- Search Marketing
E. Based on approach / attitude
- Guerrilla Marketing
- Niche Marketing
- Promotional Marketing
F. Based on the channel
- Mobile Marketing
- Digital Marketing
- Social Media Marketing
- Facebook Marketing
- Twitter/ LinkedIn / YouTube /Instagram
We could go on and keep slicing it in different ways. There is no right or wrong way of looking at this. Some may be more appropriate than others in different situations.
Having said that, perhaps the most ineffective way of looking at marketing is based on channel.
- Channels are just a means to reach a consumer. They will come and go. Right now it is Facebook and Google. In 3 years it may be snapchat and quora 🙂
- The basic principles of ‘messaging, positioning and communication’ will not change based on the channel. The tactics for each channel will surely be different.
- What makes marketing tick is a consumers’ holistic relationship with a brand, not the tactics employed on different platforms.
The only things to keep in mind are…
- All of the above are means to an end. The ‘end’ is building a successful relationship with the consumer.
- Its usually a combination of activities that works well.