I think that digital marketing, content marketing and social media marketing has hit the restart field.

Why? 

Because the tools of mass communication and traditional marketing still sets the agenda, just in new terms. Distribution, leads, Trafic, roi, contacts, reach,branding etc. When I follow the many tools two manage and distribute content ... read the contents as I experience it as a mass communication .. digitized direct campains. 

Not to offend but two Simplify: Old wine in new bottles. 

I think social media is Suitable for "receiving personalized communication", reaction and dialogue. I think that social media allows for the use of my personal values ​​and corporate values ​​to a fusion of horizons with relevant decision-makers for the performance and products my company offers. 

I think that social media and content allows me to identify relevant people and reference groups. In this context, I assume my messages / content, form a common understanding values ​​and perceptions with the recipient so that I targeted and relevant, can access them. 

Likewise, I see social media as an opportunity for the company that I work for and for me to build my personal status with the company's differentiation and brand. 

The higher status build up,  my personal impact have, when I need to complete the sale or delivery of my business. Depending on company size social platforms has many opportunities to follow  this strategy. 

Jan Carlzon transformed SAS from a flight opperator to a service organization and called everyone who meets customer; frontpeople.

I think we need to transforme employees who already have contact with the customer into digital front people. The centralization of digital communication staff and communicators as journalist to write - I think it's to easy. 

I think employees that are in contact with our costumers need-to-learn - the use digital marketing, content marketing and big data - information as tools in their everyday effort for themself and the company to be successfull.