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Oldvs.New:TheTransitionofWritingtoReflectaCulture

Therearetwosidestomarketing.Thereisthecreativesideofmarketing,whichuses

toolsandplatformssuchassocialmediaanduniqueadvertising.Thereisalsoamorestructured

andformalsideofmarketing,whichfollowstestedproceduresandunspokenrulesofthe

marketingworldthatareproventowork.Thereisaformulatomarketingproductscorrectly.The

twoarticles,MarketingSmallBusinessesWithTwitterandEvolvingtoaNewDominant

LogicforMarketing,highlightthedifferencesmarketingstrategiescanhavewhilealsoshowing

thecommonalitiestheyshare.Whenlookingatscholarlyarticles,itisexpectedthatthewriting

containsconvincingnumbersandevidencetosupportclaimshowever;whenwritingismeantto

appealtobuyerstheythenusewritingstylesandtechniquesthatareproventowork.Thatswhy

youcaneitherseeethosorlogos.Thereisaneedforevidenceinanyformofmarketingtextbut

theevidencecanbepresentedinmanydifferentways.Thedifferenceslieinthefoundational

approachtomarketingtheproducthoweverthesimilaritiesarewithwhatistryingtobe

achieved.Marketingcanbeapproachedeitherformallyorwithlessstructureduetothe

conflictionbetweencreativityandpracticality,creatinganununiformedsenseofwritingstyle

whichhelpsdemonstratethetwodifferentperspectives.

Unconventionalityisabigdrivingforcebehindtheprinciplesofmarketing.Asseenin

thepopulararticleMarketingSmallBusinessesWithTwitterbyClaireCainMiller,itisclear

thattherearemanywaysinwhichyoucangetcustomersinthedoor.Theauthorprovesthisby

specificallylookingatacouplecompaniesandtheirmarketingstrategies,Dell,Starbucksand

ComcastuseTwittertopromotetheirproductsandanswercustomersquestions(Miller).There
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isnowashiftfromwhatmarketingoncewas.Marketingpreviouslyconsistedofadsandlooked

alotmoretraditionalbutnow,companiesareusingplatformsthatappealtoalargeraudience.In

theageofsocialmedia,whatwasonceconsideredmarketingstrategynolongerisrelevant.

Nowitsaboutefficiencyandwhatwillreachthelargestgroupofpeoplethefastest.This

approachparallelsthewritingstylesthatcanbepresentinthedifferentarticlesthatarebeing

read.ThearticlehighlightsthiswhendirectlylookingattheeffectTwitterhadonMr.Kimballs

crmebruleecart,theuseofexamplesratherthanspecificdataallowsfortheaudienceto

connectwiththetextmore.Justlikewithsocialmedia,themarketingarticlesmustunderstand

thetargetmarket,thisideaishighlightedthroughtheinformaltextsallowingforthewritingto

engagealargeraudience.Theuseoftherhetoricalstrategy,logos,helpsreadersseethatthere

arecertainmarketingstrategieswhereconnectionwiththecustomeriskey.Thelackofformality

inthetextallowsthereadertobothunderstandthetextmoreandalsoconnectwithitmore.

Thenewmarketingstyleconsistsofnontraditionalapproachesnotpreviouslyseeninthe

marketingworld.Thisideaisthentranslatedtothewritingstyle.Thereislessfluiditywithhow

marketingissupposedtobeapproachedwhenlookingatscholarlyjournals.Asdescribedinthe

scholarlyarticle,EvolvingtoaNewDominantLogicforMarketing,theformalstudyof

marketingfocusedatfirstonthedistributionandexchangeofcommoditiesandmanufactured

productsandfeaturedafoundationineconomics(Vargo).Thearticleisshowingwhat

marketingislikeatthecorebyusinghistoricalreferences,specificfacts,and/ordata.Thereisa

morestructuredapproachwhenitcomestotheteachingandpracticeofmarketing.While

readingthearticlethedatathatwasprovidedhelpedmakehis/herargumentandthereadercan

clearlyseethattheyaregettingmostoftheirideasandreasoningfromtheoriesoroldpiecesof
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work.Everyapproachortechniqueistestedandproventoworkwhichiswhytheyimplement

thestrategiestheydoandthewritingstyletheychoosetouseareverysimilar.Thetraditional

strategyfollowsroutinetoensurethattheyreachtheirgoalandmarkettheproductproperly.

Botharticlesprovideaverydifferentoutlookonhowtoapproachmarketing.Thiscan

alsobedemonstratedinthewayinwhichthetextsarewritten.Whenrelatingittomodern

marketingstrategies,peoplejustdowhatsmosteffective.Theymovewithwhatispopularand

thereisapushforefficiency;toconveythispoint,thearticleMarketingSmallBusinessesWith

Twitter,iswritteninalessformalmanner.TheuseofquotesfromTwitterusersisthemain

sourceofevidence.Thesamecannotbesaidwhentalkingabouttraditionalmarketingstrategies.

Theygowiththeroutineorwhatpreviousapproacheshaveproventowork,takingaformal

approach.Whenwritingthearticle,theauthordecidedtousetherhetoricalstrategyofethos,

whichmakestheirwritingseemverybelievablebecauseitissobasedonfacts.Thebiggest

differencewasthatthereseemedtobealackofinnovationwhendiscussingthetraditional

approachtomarketingandthisisparalleledinthestructuredwritingofthearticle.

Thetwotextsdontofferdifferencesoneveryaspectofmarketing.Whenreading

MarketingSmallBusinessesWithTwittertheauthormakesanindirectargumentonwhatthe

purposeofmarketingreallyis.Byusingacasestudyandseeingthegreatbenefitsthatmarketing

hadonsmallbusinesses.Theauthordemonstratesthepurposeofmarketingbyusingspecific

businessesthathaveventuredoutofthenormandexploredtwitterformarketingpurposes.

Expansionispossible,BeckyMcCray,theownerofaliquorstoreinOklahomamentionsthat

shesusedTwittertolearnbusinesstaxtipsfromanaccountant,marketingtipsfroma

consultantinTennesseeandstartuptipsfromthefounderofseveraltechcompanies(Miller).
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ThewholepurposeofTwitterandespeciallyforbusinessownersistogetthewordoutand

connectwithpeoplesothattheycangrowtheircompany.Thisideaissharedintheotherarticle

aswell.Eventhoughthewritingstylestakeaverydifferentapproachtheybothbelieveinthe

ideathatmarketingshouldbeusedtoconnecttocustomers.AsbothVargoandLuschwriteThe

service-centered view of marketing is customercentric (Sheth, Sisodia, and Sharma 2000) and

market driven (Day 1999) (Vargo). There is the mutual agreement among the marketing

community that within any project, article, writing piece, the most important factor is the

audience. Are they accepting the information thats being provided and in turn will they support

your product or business? That question lies at the foundation of any marketing strategy.

Marketingcanbeapproachedverydifferentlyduetotheconflictionbetweencreativity

andpracticalitycreatinganununiformedsenseofwritingstylewhichhelpsdemonstratethe

differences.Therearealmosttwotypesofcustomersandinordertoappealtothemamarketer

hastochoosehisorherapproach.Whenlookingatthetwoarticlesitsclearthatthereisa

conventionalstyle,focusedonnumbersandconcreteevidenceandethoscanbeseenmore

throughoutthewritingandthenthereisonethatusestherhetoricalstrategyoflogos.The

audiencereallydetermineswhatstylewillbechosenbutaslongasthetargetmarketisengaged

thenthewritingstylehasbeeneffective.Thereisnorightorwrong,butjustabetterwaytodoit

dependingonwhotheauthoristryingtoreach.
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Works Cited

Miller, Claire Cain. "Marketing Small Businesses With Twitter." The New York Times. The New

York Times, 22 July 2009. Web. 26 Oct. 2016.

<http://www.nytimes.com/2009/07/23/business/smallbusiness/23twitter.html?_r=1>.

Vargo, Stephen L., and Robert F. Lusch. "Evolving to a New Dominant Logic for

Marketing." Journal of Marketing 68.1 (2004): 1-17. Web. 26 Oct. 2016.

<http://faculty.mu.edu.sa/public/uploads/1360595538.6656service%20marketing118.pdf>.