Old Marketing Theories will be obsolete soon – Social Media will Rule!

As their customers are now communicating via social media, Chief Marketing Officers or CMOs have a daunting challenge these days, which is to remain on their toes, experiment, learn and introduce new strategies to support marketing functions of their companies.  In simple words if a CMO engages his customers using traditional means, he will push the company into deep trouble!

The counter argument is that the traditional means of communication are not dead all together. Fine, but these are depleting fast and emerging social media has already outrun the oldies!

Now the question is: are large organizations more poised to take advantage of the new means of communication, or smaller organizations take more benefits?

There is no right or wrong answer here. Large conglomerates such as McDonalds, Star Bucks, Coke etc are also effectively using social media, as well as mom and pop shops and home based businesses too. In either cases, organizations that know (or develop) skills of talking to their customers keeping in view customer’s choice of medium, are better off, because they are not only sending their message across effectively, but also they are listening to their customers more often.

But is simply having a Facebook page or a Pinterest account suffice? Of course not. A company needs a comprehensive social media strategy to gain the full benefits of the power of SocialEra. Creating or building communities on alternate media is one of the ways to engage loyal customers.

Seth Godin who is one of the most creative marketier in the modern times believes that these communities or what he describes as Tribes, are the most effective form of creating movements. Seth believes that in this is as simple as building a tribe of 10 or 100 who will bring 1000 or 50,000 to start a movement.

In his interview with Wired.Com Seth Godin described the new marketing phenomenon:

Big world-changing ideas have had three cycles. The first cycle was that you could change the world by building a factory the way Henry Ford did. If you could put productive people to work and make money producing something that made change, then people like Henry Ford and Andy Grove could cause world-changing things to occur.

The second cycle had to do with advertising and TV and media and promotion. The idea that if you talked about an idea enough and pushed it on people enough, it could change the world.

The third idea, the one that I think is really available to a large number of people now without a lot of resources, is this idea of finding and connecting like-minded people and leading them to a place they want to go. You can use Barack Obama as an example, but you can also use Blake Mycoskie of Tom’s Shoes. The internet means geography isn’t so important, so if you can find the 1,000 or 5,000 or 50,000 people out there who want to make a certain kind of change and can connect them and show them a path, they want to follow you. And you can use that tribe, that group of people, to make change that matters.

Now it’s just a matter of time, we all will join one or another movement to become part of a tribe or will create our own tribe – it will be soon – Old Marketing books and theories will be obsolete soon!

About the author

Hammad Siddiqui Decoding the Mystery of Career Development- Life coach & Career Advisor-Traveler-Trainer- Authored "Bootstrapping Your Career" and three eBooks -26 Yrs Exp in International Development - A passionate Trainer, Blogger and social media strategist - Qualified from US Chamber of Commerce’s Institute for Organization Management. Loves reading, traveling, mentoring.



  1. […] reason is simple. As leaders in their respective fields, they need to communicate with their communities. These communities spread their words and bring more followers. And the process […]