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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. ...
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