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The fast evolutions in the digital landscape (social media, mobile, online video, etc.) give a lot of marketers a hard time adjusting their marketing mix in such a way that they create more value for their company and for their customers, prospects, and all other people in the ecosystem around their business.
This often has to do with a strong focus on the channels and the technologies, a lack of clearly calculated examples, models, and user cases, and the rising pressure to account for everything using the almighty ROI. But I think that above all, it has to do with the change in mentality, and the failure of existing communication models in a world where people define a brand.
Adopting the media and channels, that are used by people nowadays in the marketing mix is therefore taking very long.
A survey from Omniture points out that a mere 14% of the questioned marketers nowadays use mobile, social media, as well as online video in their marketing mix (so, all three together).