Frequently I speak with Chief Marketing Officers )CMO's(, Business Development Specialists, Product and Brand Managers regarding Social Media engagements and they always ask: "How many customers am I going to get directly from my Social Campaigns? What's going to be my CPA, my ROI and my ROAS? What Immediate sales will I get?" To this I respectfully respond: "Stop! Don't look at Social as a direct response marketing channel.

I'll admit it, I am a search addict . I search all day long morning, noon and night; on the move on my mobile, at home and at work. Each day, 7 days a week, I spend no less than 4 hours conducting well over 150 queries, searching and scanning search engine result pages 2, 3, 4 even 10 pages deep. Organic results, I can't get enough of them. Descriptions, domains, URLs, Titles; I'm sick and obsessed with them. I search at least 4 different search engines ,

When Neil H. Borden came up with the Marketing Mix and Professor E. Jerome McCarthy grouped the Mix into "the 4 Ps" they were probably not considering 21st century marketing and promotion channels on the Internet. After all, this was in the middle of the 20 th century and Google, Yahoo and MSN/Live.com search engines and Internet Social Networks did not exist at that point. Still, this enduring and universal marketing concept applies to the web.

I get angry when I see companies buy pricey media such as print, television, radio or outdoor and they don't take advantage to tie that media buy to the web in an effective way . What do I mean by this? Take for example a large billboard on the side of the highway that has a message about a specific offer from a company, and the only web address displayed is the company's main domain name eg, www.company.