CUTTING THROUGH THE BULLSHIT 4 One thing it is not is – advertising! Communication is a process involving two or more people and the flow of information in at least two directions. Advertising involves the flow of information in one direction only The reality is that direct marketing, traditional media relations, and websites are also […]

CUTTING THROUGH THE BULLSHIT 4 One thing it is not is – advertising! Communication is a process involving two or more people and the flow of information in at least two directions. Advertising involves the flow of information in one direction only The reality is that direct marketing, traditional media relations, and websites are also not examples of communication. Again they involve the flow of information in one direction only Social media on the other hand has the potential to be communication> Indeed the principal strength of social media is that it involves communication. it involves two or more people sharing information and learning from each other That is one very good reason why social media will continue to erode the demand for advertising, direct marketing (offline or online) and traditional media relations. Other reasons include credibility and trust Communication, not advertising is the key to effective marketing Communication starts…