This week we have been looking at the differences between classic, traditional marketing, and social media marketing. I think that there are strengths to both kinds of marketing but I think that as more people are coming into the digital age, social media marketing is the way of the future. While there are people who still look at magazines and newspapers for their primary sources of information, more and more people are looking online for things such as watching TV or keeping up with what is going on in the world. I think some classic marketing campaigns, such as billboard ads or subway stations have a place but shorter online ads should be incorporated into a marketing campaign as well. Should companies stick to just one way or the other? No, I truly think that companies should maintain both levels of marketing, possibly with an emphasis on social media, since companies are able to gain more traction and react to customers better. Scheduling campaigns is great, and when people can schedule using social media as well as traditional formats I think that is the way to success. I looked at Old Navy since they are a company that is doing well. They are running a long range campaign where fans send in pictures in football gear from Old Navy and send it in with the hashtag, #ONSuperFan.
This campaign is a great way to ask for customer interaction and have customers come back and look for their pictures. While doing that, customers will see new content that has been posted including sales that are going on or new outfit ideas. Old Navy is really doing a good job at interacting with their customers, including responding to complaints.
Here is a screenshot of customer complaints and how Old Navy customer relations employees respond to different complaints.
I think Old Navy is a company that not only has great campaign ads, but is also handling customer communications amazingly well. They respond to customers quickly and try to handle any and all complaints. I think in the way that Old Navy is handling their marketing, they are more successful with long range ad campaigns, as well as customer communications. I think the transparency of quick interaction that handles customers problems publicly is much better than communication that is done behind closed doors.
All in all, while scheduling ads does well in a classic and traditional format as well as spontaneously through social media, customer communications are really done better in a fast and public fashion. This way customers know that a company is reliable with immediate interaction.