Social Media Matters
How might marketing practice have evolved if the technology that existed in 1990 was still the prevailing technology of today?
Before the introduction of social media and technology, organizations used to engage in marketing practice. If the technology that existed in the past was still evident today, marketing practices would have embraced purpose, delivery, and ownership. Marketers would desire to have an in-depth understanding of the problem and insight in order to develop an effective purpose that addresses the identified problem. The company would also have embraced a transformational mode of marketing through active communication and action as well as revolutionary models of production and provision of services (Durmaz & Efendioglu, 2016) Organizations would engage in in-depth marketing research in order to benefit from marketing opportunities and insight. Invention strategies would be focused more on position differentiation and targeting in order to stand apart from competitors by creating experiences that are tailored to consumer needs and experiences. In such circumstances, competition, imagination, and hard work would prevail to ensure continuous diversification of channels. Organizations would be engaged in activities that expand on their strategies to expand their ownership in the market.
Marketing without Social Media
Social media has made it easy for marketers to reach consumers through the effective application of marketing data. However, marketing without social media would require marketers to engage in active marking activities in order to meet consumer needs. For instance, one may need to provide referral incentives to increase the market scope and produce content that is in line with consumer expectations. In order to understand consumer needs, marketers would need to attend conferences and revert back in person or through production to enhance public relations. They will require to use traditional tactics such as pamphlets, newspapers, billboards, and flyers. As Direction (2012) explain, marketers would also need to use traditional marketing tools such as networking events, print ads, vehicle signs, and in-store advertising to reach consumers.