I would however say that there is still space available for a manual-process driven approach to web marketing (where the manual ‘processes’ are tailored around the clients specific marketing messages) that is engaging, effective and highly affordable.

Using this approach we have been able to cost-effectively deliver all encompassing web marketing solutions for our growing number of medium and small sized clients.

The sort of things we are doing for them are on a par with what many blue-chips are paying millions for.

I think there’s still some way to go with regard to our broadband infrastructure before fully remote software could be a reliable and truly fast option though.

As an example, you say: bloggers and influencers need to be approached on a one to one level – not with a press release. I would go one step further and apply the “rip and pitch” philosophy that our agency has found effective with traditional media. By rip and pitch, I mean… identify the story or issue upon which the blogger is focusing, and deliver facts/insights relevant to that. This is not about deception or manipulation, it’s about finding points of interest/commonality.

Ultimately, social media requires that we become trusted advisors to our clients, bloggers and to their reading audiences, moving away from “selling/pitching” to delivering relevant facts and objective insights.