Is Social Media Really the Future of Marketing? A Student’s Perspective

Written by Reese Ng

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Do I agree with Mark Ritson?

After reading Marketing Mag’s debate, I would say I partly agree with Mark Ritson. In the article, Ritson argues that social media is being overhyped and that marketers have become too focused on tactics instead of fundamental strategy, targeting, and positioning. He even calls social media only a small part of marketing communications, rather than the future of marketing itself.

Honestly, I think he has a point, with all the stats. Too many brands chase likes, trends, and short-term engagement as if that alone equals good marketing, as he quoted:

“Social media is not bigger than strategy. We’ve become tactical morons and we’ve lost our strategic skill set. When you start any question with ‘digital’ or ‘social’ you’re missing the point.”

-Mark Ritson

However, I do not fully agree because digital platforms now shape how consumers discover, evaluate, and interact with brands, making social media more than just a communication channel, as brands like Uber and Airbnb, as Adam Ferrier argues in the article.

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What this course changed for me

This course made me realise that marketing is much bigger than content creation. Before, I mostly saw good marketing as eye-catching campaigns or viral posts like everyone else. Now, after learning about IMC, digital marketing strategy of objectives, targeting, and positioning, before deciding on how to market to people, we must consider the ‘what’ and ‘why’ first. I understand that strong marketing must be integrated, consumer-focused, and strategically planned

For example, instead of blindly jumping onto YouTube as the best platform to market, as it is popular in 2026, a trained marketer would ask: who is the audience, are they Gen Z or millennials, what is the objective, and how does this fit into the wider strategy?

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Final Thoughts as a future marketer

At this point in my life, I know I am still learning, but I also know I think differently now. I am more critical, strategic, and aware that good marketing is not just about visibility, but about being relevant and intentional. Both Ritson and Ferrier make valid points. Social media clearly matters, but it cannot replace a strong strategy. The biggest lesson I have taken from this course is that marketing should be strategic first, with channels like social media supporting that strategy rather than defining it. I also do not believe marketing will ever be fully replaced by Artificial Intelligence (AI), because effective marketing still requires human emotion, judgment, and empathy. AI will continue to develop, but it has not taken over the marketer’s role yet.