If I get the Question Right (open to debate): We are trying to fit in Traditional Business sense to the contemporary business ways.
Recently I came across this argument ( in reference to Online Marketing Strategy); "Can we take our business online and make it an online business?"
To address such questions we first need to acknowledge the fact that there is nothing called online business, because online is what my business is. So I cannot just wake up one day and decide that I need to go online. (Like the way Barnes and Nobles failed in front of Amazon. com)
In context to the same paradigm we need to understand that not only the rules of doing businesses but the businesses themselves have evolved to very next level where our traditional principles are bound not to fit in.
So the question that we are asking is itself wrong. Social media is not killing traditional forms of doing businesses because we are trying to fit in the same background that we come with. Therefore I need to ask you a question now: Where is the marketing department of Google.com?? Being the topmost business online, they are not investing into marketing at all. So this brings us to another argument that in this new era, DEMAND AGGREGATES AROUND VALUE and not advertisements or attractiveness that we build around the brand.
So the biggest mistakes that any of the corporates would be doing today is trying to be a part of this Online Pie. The point is not that they can jump in anytime, but they will have to rediscover from scratch. Because business models have to differ in this new era and not every penny invested just on social media will give significant ROMI (Return on Marketing Investment)
