There continues to be a slew of those who cling to the past not just in the media and marketing world, but sadly also in academia. And yet, with the spread of any new technology: from the introduction of the telephone to the advent of the car, there have been those who freak out because they misunderstand it.
Not some, all digital marketing should be holistic. If you have a member of your team implementing social media tactics not taking into account search, they’re doing it wrong (and vice versa). If your SEO team scoffs at social or email they’re thinking small.
Most people walk on eggshells. They’re afraid to voice what they really think or do what will actually make change because, well, they don’t want to piss anyone off. They’re afraid of hurting someone’s feelings, maybe even getting fired by offering a divergent thought from a more senior team member or “the way things have always been done.”