Marketing is not advertising, social media, and public relations [PR]. It is all of that and then some. Advertising, social media, PR, product placement, sales, pricing, etc. are single components of the marketing process. Marketing is a plan and strategy in executing your vision and goals.
The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.
Now, many of you think social media is marketing and that’s it. Wrong. As stated above, it is a part of your marketing strategy. Caution: do not let social media be your only means of communicating your brand to the consumer. Develop a total marketing plan that will bring you commercial success. Social media is good for content, information, “about”, exposure, and awareness. . .but, measure how much it brings you commercial success.
Instagram is all about a population that is not only the front row of a fashion show, says Rousteing. Today it is as important as the front row, having young people looking at your shows, looking at your fashion and supporting you. It is a new way of communication. It is stronger than magazines, you are not buying your audience, you don’t have to be a big advertiser.
The challenge now facing Emmanuel Diemoz, Balmain’s chief executive, is converting the impact of Rousteing’s trailblazing use of social media platforms into commercial success.
How do you use social media platforms for commercial success? Social media is all about the reach and that is collective reach with all media – Facebook, Instagram, Twitter, etc. When using social media, provide high quality content and images and always give your audience something of value.