Some of the most successful digital marketers are not large corporates but one man bands who have quickly adapted to the new opportunities available online and are capitalising on it like crazy.
Meanwhile the big brands are turning to their advertising agencies that are ill prepared to offer advice and instead choose bravado to bluff their way through.
This results in big chunks of cash being thrown at viral emails and the like with very little to show for it.
So I wonder: How long will the brands keep on throwing money at the wrong people?
When will they take a leaf out of the book of the one man bands and realise that the web is just like anything else – you only get out what you put in?