New, Existing, or Modified Marketing Approaches for Social Media?

In an article that I recent came across, the author made some good points on how some of the more traditional marketing concepts no longer apply in today’s world.  While the article did not go too in depth into specific concerns, it did highlight how the company reaches their audience and how it is changing, along with the associate challenges.  In the case of this specific article, the company was concerned with educating their customers on their products, including how they work and what they can do for the customer.  The article speaks of how marketing approaches need to be adapted to meet the changing environment that is found today, so that they can get their message across.

Gary Vaynerchuk’s 2013 book, Jab, Jab, Jab, Right Hook, also demonstrates this concept.  Vaynerchuk discusses how to effectively market utilizing current social media platforms.  These platforms each require different approaches to reach their respective audiences.  It is important for a company to be proficient to these various approaches in order to effectively reach their audience.  Through the proper use of emerging platforms, new, innovative, and effective ways of reaching intended audiences can be utilized.

The platforms that are used for marketing have evolved into new, previously unchartered areas.  New approaches are needed to be able to take full advantage of what each of the social media platforms have to answer.  However, it seems that many of the principles of marking for social media applications are just repurposed principles of traditional marketing.  Each social media platform has its own individual requirements.  By adapting what is already known in marketing, these individual requirements might be able to be addressed without having to create an entirely new approach.  However, that should not preclude the development of new marketing approaches, as the field is constantly evolving.

What do you think?

Are brand new approaches needed for changing marketing platforms?

Are traditional approaches adaptable to the new platforms?

Do you think that a combination of both existing and new approaches are best?

References

Soat, M. (2016). A branding lesson from Connected Lighting Company TCP. American Marketing Association: Marketing News. Retrieved from http://www.ama.org

Vaynerchuk, G. (2013). Jab, jab, jab, right hook. New York, NY: HarperCollins Publishers.