Not only do traditional and social media work together as part of a mix not to be confused with the marketing mix of product, price, distribution, and promotion – but they also share common elements.
Within promotion, personally selling and sales promotion, as distinct from promotion as a category of marketing, can be both marketing and merchandising. Social media can be both marketing and merchandising. If my definition, and I’m open to challenge, is that marketing is what is done to get your market to step in – traffic – and merchandising is what is every activity you engage in after your market steps in, to generate a transaction, then social media is both marketing and merchandising. If you follow me on Twitter, and you click on my blog because of a tweet you received from me, or someone retweeting my tweet about a post on my blog, that’s marketing. Upon reading my blog, not necessarily Social Media Made easy, but any blog I write, and it encourages you to take an action: buy my book, sign up for a workshop, that’s merchandising. Where it gets a little confusing, but not of any significance if my tweet drives you to my blog (marketing), my blog drives you to my website (marketing) and at my web site you buy my book or hire me (merchandising).And speaking of born of the same mothers.
Social media marketing is all about personal selling and promotion. We may call it customer service or engagement. When and if you read my blog, and are impressed by my expertise, I’ve sold you on me or my product. It’s different, but it’s also the same.
Tags: traditional marketing, social media marketing, marketing mix, sales promotion, personal selling
