The early promises of social media marketing seemed almost too good to be true,” said Mark Shipley,
President and Chief Strategic Officer of Wanderlust. “It promised to level the
playing field and help smaller destinations and those with limited budgets
compete with the big brands.”
Almost immediately, a new class of marketing intelligentsia appeared to announce the new world order. “Self-styled social media marketing experts preached that advertising no longer worked, that we should stop wasting money on advertising altogether and put all faith into social media, regardless of the lack of evidence that this would work,” Shipley said.
“Some people bought this snake oil, willing to blindly trust an unproven
channel simply because it was new, or viral, or free; which fit neatly into
their new budgets,” Shipley adds. Others took a wait and see approach,
unwilling to jeopardize their business with untested, unmeasured channels. And
another group put social media to work as part of a bigger strategic plan,
supported by the same rationales and resources of their conventional media
channels.
The next two years represented one of the great marketing experiments of our
time, as social media was tried and tested, monitored and measured, and shaped
to fit the business plans and visions of marketers around the world.
BY AKANKSHA ARORA
PGDM -2SEM
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