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The Social Cost of Bad Online Marketing

Harvard Business Review

After spending twenty years in the tech sector — half of those in social media marketing — I’ve been on the receiving and delivering end of just about all of them. For both kinds of businesses, digital marketing in general and social media marketing in particular are essential to the game.

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Marketers, Go Back to Basics

Harvard Business Review

There's so much that's sexy in social media and in mobile right now," he said. Instead, he says it often pays to focus on bread-and-butter marketing (like direct mail) or even on technical innovations of the past few years that are effective, but less novel (like mobile websites).