Nov 4 Posted 2 years ago
Social media has been around for a good few years (we used to call it viral marketing 10 years ago) so I don't think the problem is the fact that transformations require 2 to 5 years to get bedded in to organisations. I think there are many other factors including:
1. the prevelance of frightening but untrue hype (e.g. TV advertising is dead) used by evangelists
2. the persistent use of jargon and TLAs to make digital seem more difficult than it really is (and therefore the skills of its practitioners more valuable)
3. the fear/loathing that lots sof people have for anything technical (made worse by item 2); especially when they are over 40 and so probably didn't access the web at school or university
4. the fact that digital marketing has been treated as a specialism for too long when in fact it is just a technology capable of delivering the standard marketing requirements e.g. awareness, understanding, relevance, action, loyalty etc: this means that people still tend to work in digital or in offline, when the choice should be between e.g. branding or direct response
Oct 29 Posted 2 years ago
I find the results of the survey slightly disturbing, but am not that surprised.
In some organisations 'digital' has replaced 'marketing' as a function, instead of remaining a component, albeit a main component, of the discipline. I blogged only last week about the importance of applying fundemental marketing principles to digital - http://www.philwhomes.org/?p=308
While I'm posting this ther's a 'sticky' panel at the bottom righthand side of my screen asking 'When is the best time to post on Facebook'? The answer is really simple; Test! It will not be the same for all markets.
(On the other hand, I've also blogged about the dangers of trying to measure social media ROI - http://www.philwhomes.org/?p=269 )
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