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?


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

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

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2 Responses to New, Existing, or Modified Marketing Approaches for Social Media?

  1. Jill says:


    This is a great topic for this week, especially since we are just coming off of reading Veynerchuk’s book. To answer the question that you pose directly at the end of your post, I would say that there is definitely a combination of old and new that is needed to succeed in this new market. First, yes, of course, some of the lessons learned from traditional marketing need to be retained. Considering issues of learning about one’s target audience and appealing to them in ways that matter to them will always be a good approach. Ads that utilize a good story, great aesthetics, and/or copy that touches some kind of emotional button will also always go farther than ads that don’t. However, what’s changed is the need to engage. I think in the past, marketers assumed that consumer’s roles were relatively passive until that moment of the call to action. But now, there is simply a need for more: we have to get people thinking deeply about our story or participating in our activities or commenting on our idea or sharing our posts. And, this is the new part: engagement. In addition, as Vaynerchuk shows, this is no simple task if we are to communicate in a way that is native to the platforms on which we market. New languages need to be learned!

    All in all, today’s marketer has a much harder task ahead of him or her. The old and the new both need to be mastered!


  2. Karen says:

    Hey Doug,

    I think Jill summed it up very nicely in her comments above.
    I think that traditional media is is applicable to this new age of marketing, but as we learned in Veynerchuk’s book, there is needs to an understanding of the native platform to see if it makes sense for how and who you want to engage.

    With the use of social media as a marketing platform, there has also been a shift to having more dialogue with the target audience than before. As we learned this week, brands are expected to ‘jab’ at their target audience to show engagement. No longer is marketing a one way street.