Where does good copywriting fit in the modern marketing mix?

If you're using email, Twitter, Facebook or any other online tool for marketing, does that mean you don't need perfect writing? Is it now true that the speed at which messages come and go mean that volume is more important than quality?

If you opt for fast and furious rather than well-crafted content, you put your business credibility at risk. Rapid response is good, but if your writing is unclear, meandering and grammatically challenged, what does that say to your readers about your thinking and your business style?

Content is not as transient as many people think. Everything ever published by or about your business stays in the ether forever, even if you think you’ve deleted it.

So in today’s marketing mix, where does well-written content still count? In the following list, the items marked in red are where I believe that your words need to be properly crafted.

Social media – when you're always in touch and listening:

Web and print – your reference content:

Campaigns – often your first contact: