Communication Pathways in Marketing: Advertising vs. Social Media

1. Online & New Media
Communication Pathways in Marketing
SNC-MKTG350
September 4, 2013

2. Tonight’s Agenda:
Communication Pathways in Marketing
• Did you read Chapter 1: Persuasion
• Difference between coercion and persuasion
• Advertising
• Social Media

3. Key Points: Persuasion
• There is a difference between persuasion and
coercion
– Persuasion encourages based on desires (“pull”)
– Coercion makes undue use of fears (“push”)
• Advertising is communicating messages we know
are paid for
• PR obscures paid vs. objective understanding
• Social media: potential to be more egalitarian,
but still has all the components

4. Advertising vs. Social Media
ADVERTISING SOCIAL MEDIA
One-way communication Multi-pathway communication
Controlled by advertiser Less control over message
Opinion is secondary Opinion is part of it
Pay more, get more coverage Pay more, get a questionable return
“Broadcast” presentation “Narrowcast” presentation
Delayed feedback Immediate feedback
Rarely seek out your messages Potentially seek out your messages
Supports sales Supports the buying decision
High cost Lower cost
Developing customers Developing influencers and evangelists

5. Marketing interrupticus

6. Advertising - History
• Goes back to the
Egyptians
• Started as signs
• As literacy
widened,
expanded to
print 1500’s

7. Advertising – History 1700’s
• In-line typeface presentation
• No federal guidelines
• Pack it all in there

8. Advertising – History 1800’s
• Lithography images
become more
prevalent
• Options in ads
assume a widening
audience of readers
• Starting to
differentiate
through advertising

9. Advertising – History 1900’s
• More attractive, artful
• Product is part of scene
• Positions WHO should
be attracted to product;
starts to act as a mirror,
consumers can see
themselves in the ads
• Messaging much cleaner

10. Advertising – History 1900’s
• Messaging much
cleaner, more
directive
• Core appeal featured
• Price positioning
used more
frequently

11. Advertising – History 1900’s
• Appeals to authority
• Indulging in what
people already want
• In the 40’s and 50’s,
starts to “look” like
advertising we’re
familiar with now.

12. LESSON TO BE LEARNED
HERE:
Don’t write ransom notes.
We have an obligation to
overcome the skepticism
our marketing
predecessors created

13. How
much
does trust
really
matter?
Recommendations from Friends
Consumer Posted
Opinions
Websites
TV Ads
Billboards
Radio
Source:
http://www.mediabistr
o.com/alltwitter/social-
vs-traditional-media-
marketing_b25389

14. Advertising

16. Costs Shift when comparing
advertising and social media
But they don’t disappear! Online is not free.
• Advertising:
– Cost is direct to media channels
– Can include promotions
– Can include customer service/post-sales
• Social Media/Online:
– Cost is indirect: to posters, strategy
– Post-purchase rewards are vital in new media

17. Authenticity Matters More in Social

18. Ways to be more authentic
• Write clearly and specifically: don’t make
grandiose claims about your product
• Use sources for improved credibility
• Invite feedback, critique, opinions of your
customers
• Use clean design, don’t “trap” people into signing
up to get something you promised
• Respond constructively and positively to
comments and feedback

19. Social Media

20. Influence: Reviews

21. Click to watch a video describing how to
transition a boring offer to be more persuasive
http://www.humanfactors.com/video/powerofp
etdesign.asp
Persuasive Design

22. Next session:
• Read Chapter 1 in Analytics text
• Quiz 3
• Tools of Digital Marketing
– Websites and blogs
– Search: Google, Bing & Yahoo
• Organic results
• Paid results
– Email
– Automated marketing tools
• Eloqua, HubSpot, etc.
• First blog post due: Wed., Sept 11