Janette Toral got interviewed by Maxweb on her perspective in digital marketing.
Here is a quote from it:
“The biggest misconception about digital marketing is that success is repeatable. I had clients who are expecting repeated success in every (digital) marketing plan they have, but I always tell them that it is not possible. There is no single marketing effort that will be effective for a long time because the behaviors of your customers are always changing.” She pinpoints social media as the precursor of this trend. “Your target market’s behavior two years ago is not the same as today. Their behavior is influenced by many factors and you can see this on their social media accounts. You have to research and study this.”