Holistic Social Media

It’s not a new quote. In fact, it’s almost two years old has already lapped the blogosphere many times over.

Creative agency Crispin Porter + Bogusky CEO Jeff Hicks said that the future of advertising is that there isn’t any advertising.

“We think the future of advertising is great products that have marketing embedded in them,” Mr. Hicks said.

But I think we’re still coming to terms with this, especially in the context of social media. If the marketing is embedded in the product and experience, I think the marketing tactics will inherently take on a social media perspective. And how organizations holistically infuse social media into their product design, web site, organizational structure and business model to fully leverage this paradigm shift will set apart those who succeed from those who painfully fade into obsolescence.