Chapter 2. The Marketer's Dilemma
It's ironic that as a powerful force — the Social Web — is emerging, the overwhelming share of media spending is still directed to marketing channels that don't tap it. Part of this is metrics, something I cover beginning in Chapter 7, "Influence and Measurement." Part of it is newness, and part of it is the continued performance of mass media. Regardless, the primary challenge facing marketers remains: cutting through the clutter. From the consumer's perspective, marketers are the clutter. By comparison, the Social Web is an oasis. The challenge marketers face now isn't just competition from other marketers. It's from consumers themselves, turning to each other, avoiding ads. Savvy marketers are turning to social ...
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