Is your digital marketing strategy a cliché?

04/4/2012 |

Many digital marketers uncritically accept claims that search engine optimization is on the way out, that social return on investment is an unreachable goal, that content is king, and that winning over key influencers is the holy grail of online outreach. All these claims are now hoary clichés, writes Michael Wilkins -- true to some degree, in some circumstances, but not the inviolable truths they're often assumed to be. Marketers are better off looking at their situations and adapting conventional wisdom to fit the facts on the ground.

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