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The challenges and complexities of the modern market place make efficient and effective marketing an imperative. So, in this situation it is recommended to do the following: · Consistent actions and applications of these guidelines across all aspects of the marketing program · Guidelines should be viewed only as a point of departure in the difficult process of creating a world-class brand · Each branding situation and application is unique and requires careful scrutiny and analysis ·

Social media remains a marketing tool both intangible and difficult to measure, which makes it a tough sell to corporate directors who come from the golden age of radio advertising. Fact is, without metrics on how social media directly impacts a company's ROI, it is a challenge to get support in favor of implementation.