The author of The New Rules of
Marketing and PR, David Meerman Scott, is right in saying
"to throw the baby out with the bath water" because as he
states, "The web has opened a tremendous opportunity to reach
niche buyers directly with targeted information that costs a
fraction of what big-budget advertising costs" (Scott, 2015,
pg. 19). With more people searching on the web for knowledge and
information it is the right thing for companies to marketed
themselves online. For example, a business can run a Facebook ad by
selecting their target audience by age, category, gender, and zip
code. It provides analytics as to see how well their ad did with
the number of likes, shares, comments, follows, and click through
from potential customers that considered purchasing their product or
service. Social media sites allow you 24x7 access to be an expert in
your field, to participate with potential customers, and like-minded
groups.
The Diffusion of Innovations Theory
corresponds with this acceptance of social media because people have
or will adopt it time. It is more beneficial for individual and
businesses to accept social media than to reject it, because mobile
usage is growing rapidly and is dictating how we communicate with
others in our everyday lives. As long as society sees social media
as helpful tool to find or share information with others it will
thrive until the next big thing is invented. Society needs to accept Web 2.0
because social media is here to stay.
The two old rules of marketing that that I would throw out would be the following:
- Advertising needed to appeal to the
masses.
- Advertising was one-way: company to
consumer. (Scott, 2015, p. 20).
The two old rules of public relations
that I would throw out would be the following:
- The only way to get ink and air time
was through the media.
-
Companies had to have significant news
before they were allowed to write a press release. (Scott, 2015,
p. 24).
By removing the old concepts, individuals
and companies can relate with others by having two-way communication
in real time instead of just one way. Businesses no longer have to
wait on journalists or reporters to tell their story. It can be
accomplished when and how they want to reveal their new product or
services through various social media platforms for a fraction of
traditional advertising costs.
Anyone can create content that is
informative via blogs, videos, e-books, and more cost effective by
sharing it online. People want reliable, trustworthy information
quickly, so by being able to read online content and customer's
reviews for feedback, it allows them to make their own educated
purchase decisions. More than half the world's population is under
50 shopping via mobile devices. So, we either get on board to swim
or sink due to the loss of adaptability.
References:
Scott, D. (2015). The new
rules of marketing & pr. New Jersey: Wiley
University of Twente, (2012), Overview,
Communication and information technology theories.
Diffusion of Innovations Theory.
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