Differences Between Classic and Social Media Marketing template

Classic Marketing

UNIFORM, STRUCTURED, CLEAR

advertising campaigns, service hotlines

UNIDIRECTIONAL (ONE TO MANY)

information spread by company (active)

consumers only listen (passive)

LONG-RANGING

ad campaigns are planned both over and for a long period of time

WELL CONSIDERED & REVIEWED

communication only between company and consumer (via email. phone or letter) point of discussion is kept secret

DURING WORKING HOURS

no direct support beyond regular (8/5) working hours

SPECIFIC

optimized for certain target audience and markets

ANALOG

similar successive campaigns, assured legal position

CONSUMER PROTECTION

marketing activities supervised mainly by consumer protection and competitors

FORMAL LEGALLY SAFE

strict “marketing language”, ready-made full sentences

MARKETING DEPARTMENT

public relations department, external agencies, sales department

Digital Marketing

DISSECTED, SPREAD, UNCLEAR

status updates, ad campaigns, blog articles, community posts, comments, Twitter messages, etc.

MULTIDIRECTIONAL (MANY TO MANY)

both company and consumers talk and listen (both active)

SPONTANEOUS

ad campaigns not planned in detail but reactions to comments and requests

FAST, PUBLIC

reactions to comments are immediate and public, anyone can read and join a discussion

PERMANENT (24/7)

constant readiness to react to (negative) comments and consumer requests replies expected within max. 24h

GENERAL

available for anybody, anywhere (optimized for the public)

ALTERNATING, INNOVATIVE

changing technical requirements, innovative marketing concepts, legal position unassured

USERS, PLATFORMS

arketing activities supervised by authority for consumer protection, competitors, platform operators & users

GENUINE, DIRECT

no ready-made sentences but personal responses and short answers

NEW MEDIA MARKETING DEPT.

social media department, pr department, every employee and user, management