Social Media Marketing and Digital Marketing. I’m sure you guys have heard what it’s about, so I won’t get into its details. But what I will do is instead pose you this question. “Is Social Media Marketing, and by extension, Digital Marketing, the way for marketers in the future?” At the surface, the answer seems like a resounding yes. We’ve heard it time and time again. “Traditional advertising is dead!” “Out with Traditional, in with Social Media!” “The days of Print Ad are gone!” Okay, fine. Perhaps they weren’t phrased exactly as so, but I’m sure you that sentiments along these lines already exist. But if anyone were to ask me the question, I’d say, “No! Not for a very long while.”
Alright. I can already hear some of you in my head. Saying things like,”You’re crazy. Social Media is the new marketing norm!” “The Digital age has already taken over! Television, print-ads and whatnot have already been almost forgotten!” Well, before you make comments such as these, let me tell you why I’m against the current perceived norm.
Do take look at the video that I’ve posted above. It is quite scary, don’t you think? In the video above, Ritson proposes that Traditional forms of marketing and information dissemination come out champs when competing against its Social Media and Digital counterparts. And I agree! Don’t get me wrong though. I’m not ignoring the benefits of Social Media and Digitalisation. Instant communication, real-time updates.So on and so forth. It’s just that the metrics for calculating audience reach has been manipulated such that it favours the current norm, when in actual fact Traditional Modes of Advertising and information dissemination still pack a punch, and a large one at that! Furthermore, according to the Nielsen company, it is still apparent that TV still trounces over Digital advertising!
So why the big brouhaha? I can imagine one reason.
Maslow’s Hierarchy of Needs proposes that individuals have a common set of needs that will help them realise their fullest potential. If you were to take a look at the pyramid above, one of the tiers of the hierarchy includes, “Love & Belonging”. Whoever started the “Social Media and Digitalisation are the future!” ball rolling has clearly exaggerated its potential. In fear of being left out and not being able to become the best version of themselves, more and more individuals are jumping onto that particular bandwagon thus helping them to hit the “Love & Belonging” tier of the hierarchy, giving them the platform they need to better themselves, when in fact, the whole “Social Media and Digital is better than Traditional” sentiments may not even be remotely true! Thus, Maslow’s Hierarchy is the reason , or at the very least, what I believe the reason is, for more and more people people taking the side that Social Media and Digitalisation trumps Traditional in this modern day and age.
So, “now what?”, you may ask. I’ll tell you. Social Media and Digitalisation will continue to grow. But that doesn’t mean it should totally replace what is considered traditional since whatever is considered traditional, be it radio, television, or print-ads, has its own set of distinct advantages. I believe that all of these can actually be incorporated into a single entity that will be of greater benefit for the future. Think about it like this. Imagine the different advocates of the original question I posted. Social Media may be one boat, digital the other, and lastly traditional. But in actual fact, they’re all part of one bigger boat. And that boat, is called MARKETING. And what’s more important is that they all want to reach treasure island, together. (This quote is adapted from the game, FFX-2. For the actual quote, please check out this link).
So that’s that! What do you guys think? Let me know your thoughts in the comment section below! Until next time!