Lately, the word “digital” has become overdramatised and sensationalised by marketers.
Marketing exists to draw attention to a business by selling a product or service. There are several subsets of marketing that have emerged which have changed the way organisation market their businesses. These subsets are things like social media, content, and other digital aspects. However, all of them still have the same primary function, which is to draw attention to something specific.
Technology has changed the way that marketers do their jobs and has even changed the overall look of a businesses’ marketing department. This changes so often that there needs to be more time dedicated to digital aspects of marketing. Therefore, we have naturally adopted the term “digital marketing” as our own.
Changes in the Workplace
Managers and directors everywhere are now hiring employees for titles like ‘social media manager,’ ‘community manager,’ and ‘content manager.’ It’s pretty rare that a company will still have a ‘print manager’ as that’s too old school for the world we live in now. It’s even rare to find someone at a company whose job is to make purchases in magazines and newspaper…what has the world come to?
These shifts have affected everyone who is involved. Employers have made the change within their companies to reflect what their consumers want and need. Traditional marketing still does have a place in the workforce for now, but most customers want access to information when they want it and how they want it. Things like direct mail, print, and newspaper are still around, but probably not for long.
What we used to think of has ‘traditional marketing’ has changed into ‘old school marketing,’ and what we’ve labelled as ‘digital marketing’ has become the new traditional marketing. All this change is crazy!
Basically, it comes down to one thing, and that is experience marketing. It leaves the way that marketing is communicated behind and focuses only on the user and his unique experience as a consumer.
The Onmichannel Experience
As more people adopt to the new technological experience, marketers have been implementing the omnichannel strategy to maintain strong interactions from device to device. This will make sure that a well-thought marketing plan follows consumers between the real and digital world.
Omnichannel marketing has already started to blur lines between print strategies behind digital marketing. Print campaigns are very much a part of the overall omnichannel idea, and they leverage hashtags, websites, and social media icons. This brings people back to the online experience over and over again.
Marketing was made to drive profitable growth and to expand positive customer relationships. Digital marketing is truly the key to that kind of success.
With digital marketing, we have access to more tools and platforms than ever before. Marketers aid in daily engagement across all the digital mediums. Digital marketing is now the context for all marketing–we are living in a digital world.
Digital has become so connected with everything we do that our online and offline worlds usually combine. For example, going out to eat with friends has never been the same since the creation of Instagram. Dating has become an issue of swiping right or left thanks to Tinder. And if you really thought you were going to leave work by the end of the day, you were wrong. Now, you’ll be targeted again and again by advertisements for items you searched for during the day, or simply by where you live or your job title.
Marketers must understand that in order to connect with the experiences that have happening online or offline, they need to be where customers are the most often. There is nothing really digital about that fact. It’s all about finding the right people at the right time. The way to communicate might be digital, but sharing the common goal of connecting with the customers’ experiences is not.
So, ‘Digital’ in the New ‘Traditional’
Not too long ago, we didn’t have digital higher education, but that’s all changing. Nowadays, more and more universities are offering specific certificates in programs for Digital Advertising and Analytics. Employers want students with a greater understanding of how digital marketing works drive results for businesses.
But, do universities really need to put all this emphasis on digital marketing? It’s still all new to them. For the rest of us who are marketing day in and day out, it’s a good idea to cut out the unnecessary stuff. It’s official: digital is the new traditional. Every effort amongst marketers has a large digital impact. It seems a little redundant to stress ‘digital’ when in fact, we are already there.
If you’re interested in marketing your business through the digital world, get in touch with the team at Grow Digital Marketing to find out how we can help.