This is a load of crap! It's another one of these social media guys with his head so far up his twitter that he can't see the sunshine.

Yes, traditional media are on their way out. Yes, social media are on their way in. But that doesn't tell me anything about what to do with the marketing dollar I have in my hand this minute that I need to drive sales tomorrow.

Lots of people read NY magazine. And I'll bet Gucci knows damn well the media consumption habits of their target consumer. I can also assure you that Gary has not done or seen an ROI study for Gucci showing the impact of a dollar spent on TV, print or Google.

Again, to all you social media gurus: cut out the hype. You have an up and coming product. Sell it with some degree of sanity. The best way to turn off marketers that control big budgets is with this kind of overhyped nonsense.

He IS talking about accountability and measurement. That's his point. Granted, he's a bit over the top, but with ad words and online, you know where your money is going. As a marketer, you want that.

Yes he's over the top, but in a tight market, you want to KNOW ROI, not guess it.