Donut Marketing
I was obviously barking up the wrong tree with social influence marketing. The future of marketing is all about Donut Marketing! More seriously speaking, there is no question that when crafting a web strategy you need to look at every dynamic online holistically - what's happening on your own website, off of it, with your owned, earned and paid media initiatives all harmoniously.
But what's often ignored is that you need to look at your audiences and customers holistically too - where are they, how many of them are viewing your ads, visiting your website, influencing each other and getting influenced and on what platforms. Strangely, that dimension is often left out of the equation. 
And I'd also argue that the age of the corporate website being the cornerstone "temple" of any digital strategy is passing. The website is simply not going to matter as much in the future unless of course the corporation evolves into a media company too - something that every company and every brand may need to. Don't ask me what this means for all the traditional publishers out there. Image courtesy Elliance Inc.
Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.
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