Great article indeed. I totally agree and was just mentioning this to a potential client the other day as they asked me which expo I thought would be most beneficial for them to showcase their new online product.
I asked if they had an overall strategy and it was clear they didn't. I suggested they build a strategy that meant they using the best tools to reach their target audience in an integrated and consistent way.
You're so right, it's now about ad-hoc marketing efforts it's about really getting clear on what your purpose is, who you're trying to reach and the best ways to go about this.