Digital Marketing

What do you think is the most effective way of using digital marketing?

Following is part of my comment on the above mentioned topic -

Though, the decision is subjective based on the product, competitors and buyers profile, but this is the most important question, which almost all marketing managers face. Though social media has zoomed ahead in recent years, most marketing people still put their budget on the SEO and Analytics. Based on my own consulting assignments in Digital Marketing domain in China, I believe there are 2 problems as to why Social Media coverage may not be effective.
1. Horizontal Issues - Most marketing managers have not been trained or are unaware of the techniques/tools which can be used for analysis of Social Media. When it comes to convincing team members, then probably social media fails.
2. Vertical Issues - Existing Technique/Tools are yet to prove themselves. Partly because Social Media is itself a recent event. When it comes to convincing Finance manager or Top Management, then Social Media investments mostly fails to convince.