Following the zeitgeist is easy. Good branding is hard.
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Because they all reach the same people.
A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.
The truth is that social media allows you to see how each piece of content performs before you ever invest money in it! You don't get the opportunity to do that with billboards, radio, TV, or print media.
Google didn't tell anybody when they started feeding everybody's business ads over onto their video game platforms. So the impression count went up, the clicks went up. But they're all useless.