Yes, there’s a lot of noise about social media and yes, it is very exciting and yes, the social specialists are forcing other agencies to up their game in the space. But it’s rare that a social media campaign works extraordinarily well in isolation.
Social media should only really become relevant if viewed as part of an integrated plan.
Integration is the way to achieve better results from your total marketing expenditure and efforts. Embed it with your brand, broadcast, direct response, interaction and operations objectives and you’ll get far better results and far better customer experiences than toiling in one silo channel.
Consumers don’t separate their consumption; why do we continue to separate our marketing responses?
