there can never be the correct choice in this given scenario; think of them as ingredients to a good marketing campaign – not independent channels of communication. coming from a day long client meeting – it was no surprise that everyone was confused and looked at other brand as examples of what to do…yet the conclusion was – let’s revisit this seperatly.

deviating from analytics and site level information – these choices are important to make in your overall marketing play.

i think for them to really delivery value – we have to move away from tactical approach and get strategic with these digital channels. Remember POEM? – Paid Owned and Earned Marketing – framework. Implement that (beyond your PPTs).

Your facebook/google+ pages are your earned platforms (some term them as owned) – but i feel they are earned cause you have to get people to like you or add you to your circle and come back to talk to you about your product or your brands – in good or bad sense. use it wisely as your ‘crowdsource’ or as a window to direct customer woes to your care department. Measure it differently; don’t drive too much traffic to these pages – let them grow organically – you will know how much your brand can earn its customers. If you think your brand is not socially active – do a social audit before you decide to use the platform or not.

Microsite : should be banned; they are parasites which grow on web infrastructure. but if used wisely – can work awesumly as your .com sidekick. don’t build new microsites just for kicx or contests. we can debate over here on privacy, data ownership and brand guidelines. but don’t build microsites for just 5 more pages.

Rich Media Ads Units : they are great innovation of the internet advertisement world. don’t have time to build a microsite or don’t have enough content that might fit in your global website framework. use these ad units to feature your product, build some engagement so that users are involved in the brand experience. make is social and then drive them to your own ‘web home’.

Think of users as travellers – who go across many touchpoints online to know about your brand/product…but eventually come home to your website  to buy or get in touch with you. The other touchpoints are just tour guides which help them build faith in your offering and share the excitement with others. don’t use them once – but use them forever…people don’t like to see ‘404’ or ‘page not found’

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