As we have learned over this 5 week journey, marketing functions do not (and can not) operate in isolation. This became evident as we presented the case studies for Virtual Vineyards, Erox, and Charles Schwab. In each of the cases it was evident that the company realized that all messages needed to be unified when delivered to their audience. Each company also understood that it was more important to go after a specific target audience, rather than a generic large audience. And I don't think we'll ever forget one of the suggested audiences for Erox Corp.
I saw this article in yesterday's D & C Businesses using social media reinvent marketing. Each day that goes by it becomes more and more evident that if you are not connecting directly with your target audience then you will be left behind as other companies grow. This article provides some local examples from companies who have started utilizing the power of social media.
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