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, “Week 4: Influence and Measurement.” Part of it is lack of comfort and resistance to change, and part of it is the continued strong performance of mass media. Regardless, the challenge facing marketers remains: cutting through the clutter. Ironically, from a consumer’s perspective, marketers are the clutter. By comparison, the social web is an oasis. The challenge marketers face now is coming from consumers turning to each other instead of ads. Savvy marketers are turning to social ...
