5 January 2011 11 Comments

Brand communications and the new marketing school

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Brand  Communications and the  new marketing schoolbrand and marketingMany professional communicators caught their teeth in the school of marketing that emphasized the four Ps. We were told then that marketing involves Pricing, Product, Place, and Promotion. After a while, someone came out to say that these are not sufficient enough if after sales is not added.  Today many believe conversation, contribution and co-creation are the best route to achieve marketing goals.

Change as we know is the only constant thing. As we move speedily in this millennium, a new dimension is now added to what we used to hold as truth. One of such realities is that  we need to come to term with what Christian Sanz says when he wrote ‘Social media is the new marketing school; our teachers are the users’. No longer will the philosophies of our universities’ marketing professors be the effective factor in this new age. The customers are now the best teachers who will propound theories that contain the magic wands.

The lesson we are to learn from the new marketing school is that we are now in the age of individual capitalism. One vocal point in the new marketing school today is the notion which says ‘it is no longer what I can do for my customers but what my customers can do for me’. The new and best theory will come from customers’ perspective. The new marketing school demands that more than ever before brands must listen, engage, and build valued relationship through the 3 Fs. These 3Fs can be summarised as fans, followers and friends .This symbiotic or interdependent relationships will demand brands take the initiative of going to where the customers are. This is vital in achieving any marketing goal in this new school. More than ever before standing aloof and watching others play that role will hurt many brands.

As we know, media is vital in any marketing communication activities. The combination of offline and online media is now a must. There is no much ado about the offline media as many communicators are used to its dynamics and operations. But with social media, many so called experts who claim to know more have no proofs of hands-on or verifiable presence on the major platforms available. If truly they are experts, we should see their track records with regards to their footprints online. The new marketing school will demands that actors possess social proof. With regards to social proof, communicators must demonstrate success stories of places where their feet have been firmly planted in the social media river. This is essential because social proof is becoming a good collateral today.

In building strong media (especially on social media platforms), actors must know that brands are not just playgrounds. Value, relationship building and strong engagement as a social proof will count.

Some of the major advantages of the new marketing school include but not limited to

It helps brands’ socialization: those who understand how viable society runs know fact after the basic needs are met, people concerns usually move towards the need for friendship, socialization, impact and relevance. A brand that does not include element of socialization into its marketing strategy is considered an outcast.

It helps to build brand humanity: brands like human being should demonstrate its ‘civility’. The demands of being humane and civilize include being courteous, polite, and considerate among other factors. The social media marketing approach is a great platform that to learn and practise these acceptable marketing virtues. Gone for good were the days of brand arrogance.

It helps in building strong emotional brand: if the aim of every brand is to build relationship through dialogue and engaged stakeholder. Social media marketing school will help most brands reach this goal faster than any other means.

11 Responses to “Brand communications and the new marketing school”

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  6. Minter Dial 22 January 2011 at 7:51 am #

    I totally agree that the 4Ps need to move aside (not to be forgotten, of course) and I like the 3Fs, but I find it a little limiting in that social media is not everything… I have tended to go upstream to look for the elements that will drive the friends, fans & followers. I talk about the 5Es (emotion, engagement, exchange, experience and essence) as the additional elements needed to build a greater fan base.

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