by Lou Belcher

Created on: April 12, 2010

Marketing has definitely moved from emphasis on the big blow out advertisement on TV or in magazines to a more direct approach. Through Twitter, Facebook and other social media sites, businesses are reaching more customers and are having an easier time keeping them happy. Marketing is about communication and social media offers this communication that customers have been craving.

Customers are taking their shopping, their questions and their concerns to the Internet. They are enjoying receiving the answers they are seeking without being put on hold for a half hour or so. As a consequence, those businesses who haven't moved to use of social media are missing out.

The emphasis of social media marketing is very different than traditional marketing and those who don't understand and/or who don't make this transition may not only lose out but can harm their businesses. To be able to take advantage of social media businesses must be willing to make the change from slogans and jingles to real communication with their customers. They must truly put customers first and want to develop a relationship with their customers.

Social media marketers are taking their story, the emphasis of their businesses, directly to consumers. In traditional marketing, information about a company's products is filtered through television, radio, or print media. These high-powered, cleverly worded ads worked well in the past when we had limited access to the media and learned what companies wanted us to know about them through these broad strokes.

Today, through social media, consumers have better access to the companies behind the brands they buy. They expect more and better information and will find out if a company is shading the truth.

Customers expect interaction with the companies that sell them products,. They expect to be heard, to have their questions answers promptly, and for their complaints to be addressed completely. Companies that don't get on board with these new requirements will risk being harmed.

Because  the Internet has become such a vital information source for consumers, when they prepare to make purchases, businesses must become part of it. Businesses that do not have information about their products on line will lose out. Businesses that do not take advantage of social media to communicate and form relationships with their customers and potential customers will lose out. Businesses that don't listen to what their customers are saying will lose out.

Social media, whether it is through Twitter, Facebook, Linkedin, blogging, etc. is about becoming engaged in active communication with customers to ensure the business meets the needs of their customers, clients, and consumers.  Those who don't pick up on these key changes in marketing will find their businesses harmed.

Learn more about this author, Lou Belcher.
Click here to send this author comments or questions.