Every day I read articles and see comments about how branding (and subsequently marketing) is changing because of digital media, and how this is a necessary change to survive in the world that we now live in. This may be true, but very few brands are making this change successfully.
Too often companies rush in to establish an on-line presence thinking that the existence of a Web site or a Facebook page means that all of their customers will suddenly flock to them with open arms simply because they are posting news articles or re-purposing their twitter feed.
They are subsequently disappointed by the lack of engagement. And they try to use the number of followers or friends or likes or page views as a metric to justify the time and effort spent despite the fact that the awareness of their brand is nonexistent and the participation in their programs has not increased at all.