Regrettably, some people are asking the same old questions but substituting the new words “Facebook” or “mobile” for “TV” and “direct mail.” Indeed, two of the most inane questions you hear today — and you hear them with maddening frequency — are “What’s our mobile strategy?” and “What’s our social strategy?”
Mobile devices and social networks are tools. They’re channels. And they can no more have a strategy applied to them than a carpenter can have a saw-and-hammer strategy. In construction, the strategy emanates from the architect, the grand visionary. In marketing, the strategy should do the same, coming from a brand architect who’s thinking about a much bigger issue and then asking, “What role does social or mobile play in this product strategy?”
This is my job. And no one ever wants to hear this. :/
Hey Marketing Team: You’re Asking All The Wrong Questions About Your Digital Strategy | Fast Company
