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In today’s day and age, when you think about marketing, a large part of that thought is directed towards the web and social media. It’s cheap, effective and everyone’s doing it. Wait, let’s say that last part again … everyone’s doing it. The more I think about it, the more I’m coming around to my boss, Steve Clark, President and CEO of Company Capital Inc’s way of thinking (I can already hear the words “I told you so” coming…). He has never discounted the value of social media as a marketing tool, however has stressed from day 1, the importance of “not putting all your eggs in an over crowded basket” and I think he might be right.

Company Capital Inc has had the pleasure of working with web expert Rob Dunsmuir from Studio IMI to build our online presence. Through his hard work and direction we’ve created a great site combined with strong social media outlets. Not only has he been a key element in its creation but also in teaching us how to maintain it. This is Rob’s business and he does it well but even he tells us the web is only 1 part of a bigger marketing puzzle. That’s the first web expert who’s said that and you know what? I like his honesty.

There has been so much emphasis on social media being the way of the future that businesses have been implementing campaigns left, right, centre and reaping the rewards. But that was still the early days, when it was brand new and cutting edge. The goal in marketing is to reach your customer and previously social media was getting their attention because there weren’t many people doing it. It makes things a lot easier when there are only a few players in the game. It was so successful companies began ignoring other forms of marketing. But what I wonder is will that come at a cost in the future? Are we all focusing too hard on social media as a means of advertising that the rest of the puzzle being ignored? Ultimately, these questions beg the bigger question of: In an overcrowded marketplace is social media the way of the future or has it already seen its 15 minutes of fame?

Tell us what you think! How has social media helped your business? Do you believe it’s only going to continue to grow and gain momentum?

Write to us at or visit us on Facebook and tell us your thoughts.

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