How to Adapt to the Changing Face of Marketing

This article was originally published on Smedio.

It’s fair to say that social media has turned the world of marketing upside down in the last couple of years. While the basic principles of marketing still apply, the face of marketing has changed beyond recognition. Some old marketing channels are no longer efficient and social media continues to present one marketing game changer after the other.

As a business, how do you respond to the rapidly changing face of marketing? While traditional marketing was mostly one-way communication, social media has redefined marketing as an active dialogue between businesses and customers. Should you abandon conventional marketing tools in favor of social media? Or should you try a balancing act between social media and traditional marketing? In this post, I present my opinion on how businesses should cope up with the ever changing face of marketing.

Same Principles, Better Execution

The golden rules of marketing still work wonders and social media marketing is no exception to that rule. Ensure that you have a good product, price it reasonably, provide appealing information and try to engage a customer without being too pushy. Marketing is all about what a product is. Unfortunately, most companies market products as they want them to be.

I strongly feel that if you stick to the basics of marketing and leverage the reach of social media, your marketing campaigns will yield good results. The explosion of social media has evolved communication and marketers can now create value propositions to generate market appeal, attract and retain customers, and drive sales.


A successful marketing campaign is one which attains its goals and that rule doesn’t change in social media marketing. From a business perspective, it is important to kickstart the marketing strategy with your goal in sight.  Be clear on what you hope to achieve and then choose the best medium to reach that goal.

It’s crucial for a marketer to know what audience they want to target.  Focus on the goals first and then on the means to achieve those goals.

Social Platforms

Marketers and businesses have an eternal dilemma of which social media platform to choose. Should they have a presence on each social network or restrict to a few? You must not forget that maintaining a social entity is demanding and costs time and money. If you’ve tasted success with Facebook, go ahead and build your strategy around it. However, ensure that you keep an eye on the happenings in the social media world and keep an open mind to adopt more social platforms in the future.


I’ve always maintained that a successful marketing campaign is one which manages to engage customers. If it fails to connect with the customers, it’s not worth the effort. Social networks such as Facebook and Twitter provide a better opportunity for marketers to actively engage with customers as they promote real time dialogues. In contrast, traditional marketing channels lead to one-directional communication most of the time.

What’s your mantra to deal with the changing face of marketing? Do you agree that social media has redefined the marketing paradigm for good? Please share your experience by leaving a comment.