What is digital marketing?

The practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. (per Wikipedia)

Such a loaded question. One could sit down and write a book about the complexity and vast number of layers that cover the amazing range of answers. In fact many people have, ranging from inbound marketing, integrated marketing, mobile marketing, search engine optimization (SEO)/search engine marketing (SEM), and the most popular one, social media.

Digital marketing has been around for years. Basically ever since cable networks were born. Ever since cell phones came into existence and grew exponentially with the creation of the internet. Only recently has it become the first thing out of executives’ mouths in their weekly marketing meetings. I remember a few years ago working for an entertainment company when the head of our digital marketing department was brushed aside in our meetings by the president. The meetings were never about what our goals will be five years from now, let alone 5 months from now! They were always about what is going on right now. They never saw what hit them, the explosion of web tools that allowed people to skirt the system and share content was like a body blow to the industry. The kind of blow that leaves your opponent dazed and out of breath. To some companies/industries, these blows keep coming as they refuse to change their stance. These companies will continue to flail, downsize to keep their inflated salaries, and eventually be surpassed by the companies who adapt. Don’t be the company that refuses to change with the times. Educate yourself and your employees. Change up the meetings, make them more creative and progressive. Pay attention to what your consumers want. The more you fight with them, the more they’ll look for a better alternative. Embrace digital marketing, this is the future. It won’t replace traditional marketing but it will continue to grow and be the best indicator or listening tool for businesses. Do you really think that brands know what their consumers want from airing a commercial on TV or the radio? Or do they get more info from a SMS campaign, a tweet, or even a post on facebook? Think about it…