Media and Marketing Name Institution Q. 3The role of new media is growing and it deserves a place in the marketing communications policy’ (Peelen 2006). However, traditional marketing techniques involve personal interaction with the consumer/customer. Evaluate the limitations and advantages of new media in the context of building customer relationships…
26). Some companies are still making use of the traditional marketing methods which include publications, television, radio, telephones, billboards, postal services, face to face methods amongst others. Their counterparts instead make use of websites, emails, social media and video-conferencing in the same effort. It is important for any company to seriously consider its marketing strategies as these determine how effective their outcome will be in terms of winning them a satisfactory customer base. Speaking of personal interaction, new media has a major shortcoming especially when it comes to dealing with dis-satisfied customers. Take for example social media. Customers who may feel cheated after consuming a product because it did not match their expectations may chose to express their discontentment via social media channels such as Facebook, twitter or website blogs. This would adversely compromise the efforts of the company in brand building. Conversely, if a company subscribed to the traditional approaches of marketing communication, say, the use of telephones, all that the discontented customer would have to do is to call and air their grievances while the concerned company would have retaliated by apologizing and looking for a way of appeasing the dissatisfied customer. Schultz 2009, p. 33). Again, new media lacks that human touch that goes a long way in convincing customers to purchase a product. New media is often characterized by faceless interactions although this is not always the case (Hennig 2000, p. 23). Companies that choose to make use of the given social media channels like emails, twitter and blogs need to understand that when customers are not able to emotionally and psychologically connect with the product on sale as well as the people marketing it, there is likely to be zero engagement (Egan 2008, p. 94). The management should realize that it is not about placing the said product up for marketing as much as it is about appealing to the feelings and emotions of the consumers. Of much significance also is the question as to how companies intend to measure the attitudes and engagement levels of their customers as well as relationship outcomes. This is of importance mainly because the emerging media marketing methods do not adequately put this aspect into consideration (Mukerjee 2011, p. 88). Whereas a company may successfully measure the attitudes and behavioral data of their consumers, they may have to deal with the challenge of how to incorporate this data into their organizations. How does one tell whether the data presented there represents genuine feedback from a concerned customer, or it was the product of a joker who just happened to come by the site? Again, marketing campaigns conducted through Youtube or adverts placed within email pages may never reach the intended customer base and yet there would be no way of informing them (Garber 2007, p. 78). This might in the long run affect their ability to build their brand. Traditional marketing strategies are designed in such a way that before the company has incurred so much damage due to some of these unperceived loopholes, it will have acted on the feedback already received through the convenient means that it has offered to its customers. It would be bad to the new media strategies not to point out some of the advantages they ...
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