Great article.

I think it's important to note, that even since 2014 (and the CMO overview of social platforms graphic) the social landscape has shifted and evolved considerably.

Today, users of most, if not all platforms can smell BS/"advertising" a mile away. And there's little value in being seen by thousands/millions of people, but being seen to be trying to trick, or manipulate them - which is what most traditional advertising has tried to do.

Users today respond to authenticity and brands they perceive to care. We want to align ourselves with people, and brands who believe in something we do.

There are still a lot of advertisers who miss this point - and that's why many of the biggest brands in the world will continue to fall by the wayside. Because they don't understand how the [online] world has changed.

IMO, building a brand, and marketing will always out-perform "advertising", because people will feel more of a connection.

If you give them something they value, not try to extract something you value, the fans you win will turn into the sales/actions you need to run a business.