For most brands shifting all your advertising spend into social media is the stupidest thing you could do right now, but it is what many so called “social media experts” will have you believe.

NeilMed Pharmaceuticals market a product called Sinus Rinse, that is a medically proven irrigation system for treating nasal congestion, allergies, hayfever, post nasal surgery etc.

However a recent YouTube parody video on Sinus Rinse Addication has close to 19,000 views and growing.

The question is, should NeilMed respond or not?

Chris Gayner is the Global Marketing Manager at the Shared Services & Outsourcing Network (SSON) based in London, UK. He is also a good mate of mine and a thought leader in the B2B social media space, so I asked him to share some of his knowledge with the Maloney on Marketing community. Enjoy!

You just know that anything pitched as the global event for integrated marketing is going to be as huge as American meal portion sizes. And DMA 09 in sunny San Diego sure didn’t disappoint, with 6 days of world class keynotes, thought leadership sessions and best practice case studies, alongside the world’s biggest marketing exhibition.