Working within an industry that changes direction in real-time and advising our clients on the best route to take can be tough for us online marketers. Whether PPC is dying or traditional PR skills are history we're constantly being bombarded with the latest industry trends and everyone's views on it. What we do all need to do is to remember to stop, take stock and focus on the goal. I attended an E-Consultancy round table earlier this week discussing Online PR & Social Media and the outcome was interesting. It was also peppered with a lot of questions and statements such as; We need developed measurement, We must move our clients forward within Social Media, Should our clients use interactive games to communicate with their customers? Whose responsibility should it be to interact with customers through social network platforms? In my opinion, the answer to all of these questions should be considered with; What will meet my client's objectives and what is my client...
