The rise of social media is bringing out a lot of new creative tools and ideas for marketers.  SMStrat Sujata Ramnarayan, is a believer in social media as a game changer in the brand-customer relationship, and he sure likes getting customers to like brands on facebook pages.  But he also warns marketers not to devote all their attention to social media.  The Web, he says, still matters. At Marketing Profs, Rumnarayan writes:

Central to all of your digital media strategy is your website. This is because what you are trying to do with the use of all of these tools (and they are really technological tools) is to solve the fundamental marketing problems of how to get the customer or prospect become aware and interested in your product or service, how to get them to purchase and purchase again, and how to get them to recommend your product to others.

As is evident with the disappearance of MySpace and the recent appearance of Google+ as a formidable competitor to both Twitter and Facebook, these tools will continue to change. Your website is where you have complete control. Your website is here to stay for the long term, and it is where customers can get a complete understanding of your products or services. When using these new social media tools, you have to remember what they really are and that these tools  will continue to change. Fundamental marketing issues, though, stay the same.

Use them as technologies to map your problems to solutions. What these tools provide for is greater context, greater reach, and a way to generate greater trust in your product or service. This trust happens at two different levels. One level is when you see a reference or recommendation directly from a friend. There is a second level that comes from reading reviews and experiences of other customers.

Read Why Your Website Still Matters (Even With Social Media) here.