Time to Start Thinking Differently About Digital Marketing

The obsessive focus by marketers on acquisition makes less sense in the current climate.

Marketers have transitioned their activities from offline advertising to online advertising,seeking ways in which to use social media to, well, advertise – despite the fact that that’s not how the medium seems to work.

For a start, markets are retracting, making the retention of customers an essential exercise. Secondly, customers are more likely to be influenced by what peers say about product or service on a social networking site than by an ad, and never more so than in B2B decision making where advertising has always hovered around a mere 15% of marketing spend.

I'd love to hear your thoughts - has your business grabbed digital marketing by the horns?

What are you doing that's engaging?