In this scenario, it is important to note that social media is a tool that has not been tapped fully. On the one hand some marketers are intimidated by it, on the other there are those who apply obsolete marketing tactics to ecommerce. That is one of the reasons I felt encouraged to write an article titled, Social Media Tips for Ecommerce.
Though social media has indeed opened new frontiers in marketing, age-old principles of marketing sometimes do continue to hold fort. For instance, identifying the right demographics and targeting communication to them continues be one of the first principles even in the social media era.