Impact of Social Media on Marketing Communications Planning.

Abstract

Communications models have become the focus of much comment and research in the face of rising consumer connectivity fuelled by digital technologies (Muniz and Schau, 2007; Schultz, 2008). New ‘web’ models have been presented (Smith and Taylor, 2004) to accommodate ‘multi-phase’ communication coming both directly from the mass media and indirectly via ‘opinion leaders, innovators, early adopters and opinion formers who are capable of influencing others through word of mouth’ However as Mile (2007) notes, these, and other web models, remain essentially marketer-centric and lacking true integration between traditional and the ‘new concepts of interactivity’ resulting in a “two-tier approach to advertising communication modelling”. Smith et al (2007) concur that “today's media and marketing models underestimate the great potential in most consumers” This paper aims to add insight into this area to identify whether it is a change in model that is needed or a wholesale change in philosophy. Case studies and online observation supplemented in-depth interviews with agency communication planning directors, digital agency directors and client side marketing directors. It has been concluded that an approach, as underpinned by current models, is no longer appropriate and social media require require a new approach as brand advocates are now partners in ownership with the brand and its value.