Recently I read a few comments from Brad Jakeman, the CEO of Pepsico, who said that “There is no such thing as digital marketing. There is marketing – most of which happens to be digital.”
I will say that Mr Jakeman’s argument is nothing new, I have been hearing it now for a few years. Even the great people over at Smart Insights have written and talked about the same thing before.
Having been around traditional and digital marketing people alike, I have to say that although I would tend to agree and say that digital marketing should drop the “digital” part, that for some marketeers it is way too early to do that. I would say we are years away from dropping it, and that having a distinction – for now is important.
I have had first hand discussions with CMO’s in larger companies – they are maybe in their late 40’s or early 50’s- and the truth is that while they are masters at marketing, the marketing they grew up with has changed drastically since for example the advent of TV commercials and gigantic billboard ads (push). They know digital, but they don’t “KNOW” digital – and I don’t blame them either, the rate and velocity of change from when they learnt marketing, and what it has become today is overwhelming to say the least. It is even hard to keep up for those of us who do this on a daily basis. ( Just look at the Marketing Map below from 2013 vs the Marketing Map from 2015 and the MarTech Graphic.. and it is still changing)
Digital is about measuring and testing, it is about KPI’s and ROI, so make sure you have a “digital” marketing strategy because it will push you to perform and consequently to deliver the results your company or your clients want and need. It will also help to distinguish between what traditional and digital marketeers do.
By adopting the right digital marketing strategies, you give your business a compass—right to where you want to take it. Do you want to explore newer markets? Do you want to get more customers from a specific segment? Are you just looking to increase sales on a new product or test if there is demand or product market fit?
With an appropriately developed digital marketing strategy, you give your business direction. It will also:
- Help you deliver more value to your customers.
- Help you be better than your competitors.
- Help you improve your customers’ lives, through your service or products.
- Help educate your consumers (in the most appealing way) so they can make informed decisions.
So Don’t Forget….
A digital and not a traditional marketing strategy will allow you to discover more about your customers, because at the end of the day it is all about them and not about you.
You can’t roll out a digital campaign without knowing what appeals to your customers. You can’t get favorable results without knowing which platforms your customers frequent.
Do they spend more time on Twitter than Facebook? Do they like reading news-oriented websites or entertainment blogs? Do they watch a lot of YouTube videos, you get what I mean.. well you do if you know digital the right way!
Remember, once you know more about your customers, then you would be in a better position to create targeted, effective digital marketing campaigns. This is another big difference and a great thing that digital marketing “DONE RIGHT” has given us – the ability to keep ourselves true to our mission which is to provide value to those we serve. – so next time you get into the debate just remember…Digital Marketing is Dead.. Long Live Digital Marketing!!
What are your thoughts? Do you think we are ready to bury the term Digital Marketing?