Traditional vs. Digital Marketers: Who Gets Social Marketing?

ClickZ - April 14, 2011

It is often assumed dig­i­tal mar­keters are bet­ter pre­pared to under­stand and mea­sure social mar­ket­ing and its effects from the tra­di­tion­al mar­ket­ing com­pa­nies. That may not be true as dig­i­tal mar­keters val­ue click throughs, ban­ner or site ads. Tra­di­tion­al mar­keters under­stand the val­ue of word of mouth mes­sag­ing. It may not be between dig­i­tal and tra­di­tion­al mar­ket­ing but, more like­ly, brand ver­sus direct. Dig­i­tal mar­ket­ing may rec­og­nize the val­ue of word of mouth but use the term “viral” to iden­ti­fy the result of word of mouth adver­tis­ng in the social media world.