Has the word ‘digital’ become overdramatized and sensationalized by marketers? Yes, and that’s a bold statement to make coming from a CEO and founder of a digital marketing agency.
The sole purpose of marketing is to garner attention for a business selling a product or service. Several subsets of marketing (like content, social media, and digital) have emerged, changing the way organizations market their businesses. That said, they all have the same primary function: to garner attention.
Technology changes the way that marketers market, and even changes the look of a business’s marketing department. This technology shifts so rapidly that we see more of our time dedicated to ‘digital’ resources, so we’ve naturally adopted ‘digital’ marketing as our own.
CMO’s and directors everywhere now have employees with titles like ‘social media manager,’ ‘content strategist,’ and ‘community manager.’ It’s very rare you’ll find a department with a ‘print manager,’ or even a media buyer dedicated only to purchases in magazines and newspapers.
Employers have made the shift within their organizations to reflect the wants and needs of their consumers. While traditional marketing (e.g. direct mail, print, and newspaper) has its place, most customers want access to information when they want it and how they want it.
In essence, what we used to think of as ‘traditional marketing’ has now become ‘old school marketing.’ And what we’ve coined ‘digital marketing’ has become the new ‘traditional marketing.’
Ultimately it all comes down to experience marketing. It leaves the channel behind and focuses solely on the user and their unique experience.
Cohesive omnichannel experience
As more people adopt new technology, marketers need to implement an omnichannel strategy to orchestrate seamless interactions from device to device, from experience to experience. This ensures a cohesive marketing plan that follows users between the ‘real’ and the digital worlds.
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