The Role of Advertising in the Age of Social Media

Pete Davis, managing director of innovative marketing ideas  search engine Getmemedia.com urges brand managers not to overlook the role of more traditional advertising in the age of social media.Simon Carter, the marketing director of Fujitsu’s government arm, was recently quoted in the marketing press as warning that some junior marketers were in danger of becoming lazy and over-using social media – essentially because it was seen as free. (1) Whilst I agree with this in essence, I would also argue that there are other factors at play here.