My grandmother was an ad woman. It was her job to know her demographics. My dad remembers standing outside The Beer Store with her and having her name what kind of beer a customer would come out with based on their age, gender and make of car--which suggested their income level. She was right every time. Knowing your customers inside and out in order to influence them to buy a product is an example of traditional marketing.

The advent of social media, though, has brought new advertising and marketing techniques that change the way people buy products and the way companies engage with their customers. The questions are: Where does social media fit into today’s marketing and advertising landscape? Has social media advertising eclipsed traditional marketing?

At least one man is saying social media is the only way to go; so we should dispense with traditional marketing because it has already lost its influence over customers. Bill Lee (no relation!), in his provocatively titled essay “Marketing is Dead”, sees all traditional marketing as passé. Lee says, “Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.”