New media needs new marketing: Social networking challenges traditional methods

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The internet, and particularly social networking, has turned traditional marketing on its head. Customer conversations and interactive relationships with sellers have rendered many marketing practices obsolete. Organizations need to understand the social media, re‐think where they spend, and learn how to determine ROI in an increasingly digital world.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2012), "New media needs new marketing: Social networking challenges traditional methods", Strategic Direction, Vol. 28 No. 6, pp. 24-27. https://doi.org/10.1108/02580541211224085