Read Between the Ps

Almost every youngster I have met looking at the next big thing wants to work in Digital Marketing. Some of them, just by posting few Facebook posts, consider themselves to be the Digital doppelganger of Philip Kotler (or maybe Byron Sharp now!) Digital is largely experimental and it is still not mainstream - every brand believes that Digital is the next big thing - the best way to connect with millennials is to catch them online. However, in 2012, Ehrenburg-Bass Institute, based on a study of 200 brands on Facebook,   found that less than 0.5% of fans actually engaged with a brand (that is, undertook meaningful activity, including comment and share, rather than just ‘Like’).  It also found that Facebook fans were skewed towards heavy buyers, and that purchase frequency didn’t increase after someone became a fan. Again, for the uninitiated, Digital is not the same as Social Media. Have hardly met 'neo-experts' who talk beyond Social Media and SEO while re-enf...