Comments on: Back to Digital Reality

By: 12-Step Social Media Readiness Test » Media Emerging | Scott Hepburn

12-Step Social Media Readiness Test » Media Emerging | Scott Hepburn — Tue, 27 Oct 2009 19:43:51 +0000

[...] you keep up your other marketing activities, rather than putting all your eggs in one [...]

By: Where does social media fit in a marketing plan? | Josh Klein Web Strategy

Where does social media fit in a marketing plan? | Josh Klein Web Strategy — Tue, 01 Sep 2009 10:02:19 +0000

[...] on The Facebook Exodus, showed some of the miraculous growth of Facebook and Twitter. The second, Back to Digital Reality by Ken Burbary, discussed the state of digital marketing & advertising in the world today. [...]

By: Ken Burbary

Ken Burbary — Mon, 31 Aug 2009 10:40:32 +0000

Marc, I think the biggest challenge that individuals and companies face right now is understanding what combination of channels they should use. It can be overwhelming, especially given the nature of how quickly things adapt and change. The example you gave demonstrates this. He's chasing shiny objects because he isn't sure what role they play, or feels pressured and is jumping into channels without a strategy.

I think therein lies the real opportunity and demand for strategists right now. Every company will have a unique mix, and continually validating and optimizing that mix will be required, eh?

By: Ken Burbary

Ken Burbary — Mon, 31 Aug 2009 10:37:13 +0000

I had the same reaction when doing the research. When was the last time you had a conversation about Myspace with anyone? Yeah, it's been that long! But as I wrote in the post, the numbers are still quite substantial for some properties.

By: joshklein

joshklein — Sat, 29 Aug 2009 15:04:58 +0000

I think your point about Myspace is of particular interest to the digital marketing crowd. We tend to assume — especially in agency-land — that people are using the same tools as us; that Myspace went the way of Friendster (or that no one watches Nascar). It's always important to take a step back, put down the iPhone, and look at the actual numbers. Of course, having that vision of the future of digital ain't bad either.

By: dirk shaw

dirk shaw — Sat, 29 Aug 2009 11:36:22 +0000

hey Ken,

I too agree. Marketers still need to focus on the mix and what role each plays..

Social is not a silver a bullet.

dirk

By: Marc Meyer

Marc Meyer — Sat, 29 Aug 2009 10:27:40 +0000

Hell yes. I thought about this again this morning. If the objectives for social are fuzzy for companies that just ties the results back to search. Because as you have so succinctly put, search ain't goin anywhere, which I have tried to tell people.

I actually had a guy tell me how much he'd rather use twitter, linkedin and RSS for networking in lieu of his traditional sales efforts- so I asked him hows that working for him in regards to sales and efficiency. I still haven;t heard back.

The point is, we're no where near where we need to be. Traditional methods of marketing and digital marketing ARE NOT DEAD and social shiny tools are still shiny and still have yet to be proven out across the board as effective for EVERY business regardless of size and budgets.

Great POST Ken.