Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model. What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Question

What will be an ideal response?

Answer 1

The traditional marketing model of one-to-many communication involves mass media tools such as advertising, out-of-home, consumer sales promotions, and public relations. However, through advances in Internet and mobile technologies, consumers are connected in ways they never were before. They can instantly share their opinions on products and consult the opinions of other consumers. This many-to-many communication model involves buzz building activities, viral marketing, and new social media platforms such as social networks, brand communities, product review sites, virtual worlds, and location-based social networks. For marketers, this new model offers benefits and dangers. Consumers are more likely to listen to and trust the opinions of other consumers, which can work two ways. Positive product opinions spread through social media can greatly boost a product's image, but negative reviews can devastate it. Even worse, companies have little or no control over what consumers say about their products.