The which is based on experience. This is

The media landscape has been changing for years, which means that
marketers must approach their (potential) customers in a different way.
Advertisers today confront a tremendous hindrance when endeavouring to achieve
youthful buyers: 84 percent of Millennials don’t care for conventional
promoting nor do they believe it, as indicated by a current report. (millennials
survey, sd)

 

A.   
Desk research

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Consumers leave
behind a huge database of information on the internet, a good marketer or
should we say, ‘Social Media Expert’ makes use of this information. But what
does this shift from traditional marketing to social media marketing mean? 

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ONE
WAY VS. TWO WAY CONVERSATIONS

Consumers
can let the brand know what they think of their products. This can be done by
diverse devices, for example, a reaction to a forum, but also the surfing
behaviour gives a lot of information. Social media experts can measure and
analyse everything.

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REAL
OR NEAR REAL TIME RESPONSE

With the
advent of social networks, the marketer can follow ‘live’ what is happening to
the consumer. Needs need to be mapped out as they emerge, while the marketer
can immediately respond to this.

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SPECTRUM
OF RELATIONSHIPS

Traditional
marketing mainly focuses on the relationship ‘company to customer’ and
‘customer to company’. Today, many more relationships can
be distinguished:

Of course,
there are many more relationships to come up with. Because of the open nature,
everyone can meet each other.

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Interactive
media

Social
media is interactive, this is also reflected in advertisements. 

More and
more use is made of advertisements in video (YouTube), which is based on
experience. This is valuable for marketers, because they can show potential
brand customers what the brand identity is. The potential customer is involved
in the brand and learns more about the culture that dominates the brand.

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A
FOCUS ON CONTENT

Everywhere on the web and beyond, high-quality information can be
obtained for a small price. As a result, expectations have risen to a high
level and content is leading and distinctive.

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VARIOUS
DISTRIBUTION CHANNELS

Traditional
marketing consists of print, TV and radio. With the arrival of social media, we
can add microblogging, social networks, video sharing, forums and chat. These
new forms of media each have their own protocol and audience. Due to the
diversity of these media it is difficult to keep them all under control. The
trick is to make optimum use of the social medium that best suits the target
group.

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LOW
COST

The thought
that the costs of reaching a large audience have dropped drastically is an
understatement. Social media makes it possible to approach a specific audience
that is sensitive to the proposition of the company. Targeting these potential
customers specifically is a big job, which is often worth the effort. 

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