But here is my perspective. In the digital marketing arena you really have four distinct disciplines-online pr (including social media, SEO (both paid/ppc and organic), Web Site Architecture & Design, and Content development. On the periphery or just outside of the paid ppc sector you have other forms of display.

So in the short term a campaign that only emphasizes social media can be highly beneficial to an organization. However, over the long haul many practitioners have found that in isolation focusing on any one of the four disciplines and negating the other three does not produce the most optimal results.

In contrast, working all four disciplines together tends to make each one work better. For instance, an agency who handles all of its client’s web strategy might find that by publishing share-able keyword and anchor tag rich press releases for its clients not only does the firm experience a boost in online pr, but its overall SEO positioning improves as well.

In my view Joshua’s statement was more or less a reflection of this holistic approach to web marketing as opposed to a one size fits all approach. I think that the work we do at Pamoja Media is the embodiment of this type of thinking, as we handle all aspects of our clients online marketing presence.