Five old school mistakes creeping into digital and social media planning
Editor’s note:
This is the inaugural post by Rob Woyzbun, whose work in marketing and broader business strategy I have admired for years. We get together periodically to share war stories, discuss strategy and generally commiserate on the sorry state of technology marketing. We always part with an expressed desire to find some way to work together and it is my hope that having persuaded Rob to become a regular contributor here is just the start of some stellar collaborations.
— Francis Moran
By Rob Woyzbun
The near-ubiquitous availability and always-on nature of the internet has changed how consumers learn about, consider and make decisions regarding almost everything — purchases, politics and even the causes they support. We live in a world where Marshall McLuhan’s prophetic claim that “the medium is the message” is true — in ways even he might not have considered (See: Understanding Media: The Extensions of Man; 1964).
Ironically, while the proliferation of paid, owned and shared media channels has created limitless opportunities for innovative thinking and tactics, marketers still drag old-school errors into this brave new world. In our media research and planning practice, we see companies continue to make the same avoidable, costly mistakes.
Here’s our top five list of old-school mistakes creeping into the digital and social media arena, and some ideas on how to avoid them:
