According to Laudon and Laudon, Radian 6 is a “listening and engagement platform”. That is why it is necessary to comment on the fact of whether there are significant differences between this tool and traditional marketing approaches when it comes to communicating with clients. To begin with, one should explain what traditional marketing is. In general, this term stands for multiple strategies, including TV advertising, direct mail marketing, billboard planting, and others. These steps allow companies to reach a high number of potential clients, and they imply a few distinct features.
Firstly, firms initiate this process by investing their efforts in marketing. Secondly, it usually takes a while for a company to see that its marketing message has reached customers. The information above means that the traditional marketing approaches result in some issues, and firms try to solve them with the help of Radian 6 that is owned by Salesforce.com. As has been already stated, social media occupies an essential role in the modern world, and people spend much time there.
Consequently, they discuss almost everything on their social sites, and Radian 6 allows companies to use this information for marketing purposes. It is so because the given tool makes it possible for companies to find the mentions of their brand on social media. Once these mentions are identified, the tool provides firms with an opportunity to enter into direct communication with customers to answer their questions. As a result, one can say that Radian 6 listens to others and engages in conversation when it is necessary.
In conclusion, it is necessary to emphasize the differences between the social listening tool and traditional marketing techniques. When it comes to Radian 6, customers initiate a marketing process by mentioning an appropriate brand on social media. Since the tool under consideration covers numerous sites, including Facebook, Twitter, blogs, and others, it can immediately identify a post once it has been published.
Then, Radian 6 makes it possible for a company’s manager to engage in a direct conversation with a client on a real-time basis. It is possible with the help of a comprehensive interface that acts as a one-stop-shop. As a result, the most significant difference between Radian 6 and traditional marketing relates to the fact that the former contributes to direct and immediate communication with clients by means of social media.