What is the future of digital marketing? What skills will be required for the successful digital marketer?

DigitalMarketingNewz (Enable Images to Fully Enjoy)
September 26, 2012
Diane Thieke A Public Relations Case for Digital Marketing
By Diane Thieke
What is the future of digital marketing? What skills will be required for the successful digital marketer? Mike Moran asked a similar question on this blog two weeks ago: Are you turning your marketing into PR? Back in the early days (circa 2004), my colleagues and I debated which function should "own" social media. As the head of global public relations, I thought it was crystal clear: the public relations function was best suited, because our strengths were in creating two-way conversations and managing risk. Not surprisingly, my marketing colleagues thought differently. Our CMO, perhaps a bit diplomatically but maybe also a bit prophetically, viewed the two disciplines as "merging." As we look into our crystal ball, what do we see for digital marketing and PR?

It's a great question. We've had eight years – centuries in Internet time – to figure it out, but I'm not sure we're much closer to agreement. [...]

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