By Evan Kramer
Social media, in all its varieties, is making a big impact on consumer buying habits and becoming a legitimate promotional medium for businesses of every size. Yet, traditional marketing sometimes sits uncomfortably with social media. In particular, the six elements of the classic marketing mix, i.e. advertising, personal selling, public relations, publicity, direct marketing, and sales promotion, have to be reconsidered in the light of this new paradigm shift. It requires marketers to keep their products and, more importantly, their brands relevant and ever present in the minds of consumers.
A traditional marketing mix allows marketers a high level of control over the content that is communicated, and more importantly withheld, from their consumers. For example, paid advertising can be crafted and molded down to the finest detail while placement and volume of the content can be regulated on seemingly infinite parameters, such as income level, location, and gender, just to name a few. In addition, coverage in newspapers and television reports, while not completely under control, can be heavily influenced.
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