I think it really is about time that people get a broader view of things. Those strategies that go hand in hand with the entire enterprise ecosystem and beyond will be the ones that pay off in the long run.
I think the times are gone where it is enough to focus on just "digital" or "traditional" marketing, as it just isn‘t sufficient anymore to be a "pure" e-mail marketer for example. The different possibilities of digital marketing will have to come together to really make a difference in terms of conversions and ROI.
Ideally, we should be talking about holistic multichannel marketing, where it all connects - inbound, content, email, social, as well as mobile. Actually, social and mobile are the "connecting" channels, infiltrating and connecting other channels, even traditional channels like TV and print. So while the turnover generated by social media marketing alone can be questioned, it is obvious that social is a means of bringing all channels together. Maybe social and mobile could be seen as the glue holding the overall marketing strategy together.
The most important part of a holistic marketing strategy is putting the customer’s interest as the focus. The most successful marketing strategies provide the best customer experiences across all channels. People know what quality they are getting when they connect and engage with their favorite brands. So get to know your customers as well as possible.
I found a great infographic by iProspect called the "digital anatomy of the affluent male":
Another interesting graphic, called "The Marketing Paradox", inspired by Seth Godin‘s "Circles of Marketing", which in my opinion illustrates a multi-channel, holistic approach well, and also shows the customers / customer experience as the first circle around the center which is the product or service offered.
In the end you need to offer your product to the right target groups across all appropriate channels, while providing a great (maybe playful) customer experience to ensure people will want to engage with your brand in a long term relationship.
By Anjum Siddiqi