I sat in a meeting yesterday afternoon where we were planning a launch... the tag line of the meeting seemed to be "but we have to be careful, we don't have budgets this year."
The alternative to marketing seemed to be social networks... Facebook, Twitter, RSS, My Space....
Let's get serious.
Social networks are not an alternative to serious, ROI driven marketing. First of all, users of social networks are there to play. They are adept at ignoring the nonsense on the side bar and hone in on the latest photo updates.
As a marketer your role is to increase the profit of your company. You do that by strategic marketing, understanding the return on investment of everything you do.
Don't get me wrong... play with social networks, experiment, be there. But understand that there is a cost. Someone has to have the time to play with it.
The most important function of social network sites is to help you understand your customer.
We are in the early days of digital and interactive marketing. Keep your eyes open... it's going to be a fun ride.
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