How to use the few to get to the many: what marketing science means for effective social strategy

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

How to use the few to get to the many: what marketing science means for effective social strategy

Gareth PriceThe Social Partners

Social media marketing has long existed in a bubble of its own making; isolating itself from the rest of the advertising industry in the language it used, the way it was practised, and the means by which it measured success.

Platforms like Facebook and Twitter were purported to provide an opportunity to market to consumers in ways that didn't previously exist.

Whereas old broadcast media "shouted" messages at unwilling consumers who had no choice but to listen...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands