Now, I'm no stranger to winning pitches, but I'm also very familiar with losing them, especially when pitching “digital” to clients. Digital marketing and communication has, in the past, resisted a straightforward client explanation, often shrouding itself in an over-complexity of its own making.
To address this new sphere of influence, it's my prediction that jobs will be created by companies and brands that want to benefit from these new networks, as they did previously with sites like Twitter and Facebook By targeting Facebook specifically, namely due to its 1.3 billion users, coupled with its global reach and longevity on the social landscape, young upstarts think they've built a more effective mouse-trap. And it's their belief they will not only scale exponentially on their own, but will also steal some market share from the biggest, baddest bully in the virtual schoolyard – who up till now has blatantly relied on its users' content, but hasn't pay them a red cent for the privilege.