In this first chapter, we introduce and discuss the fundamental terminology while exploring the distance between digital and traditional marketing. Although we strongly believe that there are no constants in today's dynamic business environment, we propose a set of propositions that might be helpful to the transition of marketing to its digital offspring. Building on experience, best practice, literature and research, we highlight the multifaceted role of the digital marketer by explaining the 7 sets of skills that they need in order to succeed. In a nutshell, this chapter grounds on the idea of a much needed mindset shift that will distinguish the competent digital marketers.
Questions
- 1.
“Why bother with online marketing when you are that good with the traditional one”?
- 2.
What are the main commonalities and differences between online and traditional marketing?
- 3.
What are the rules of digital marketing?
- 4.
Do I have the skills to be a competent digital marketer?
“Why Bother”?
Probably many of our readers have heard the voice in their heads asking this question. “Why bother with online marketing, when you are that good at traditional? After all, this is the real thing, digital is a hype that will pass”. The truth is we have asked ourselves the same question, long before start writing this book. But, in the meanwhile, we also found the answer (as you have obviously done, too, since you are reading a book on digital marketing): Because digital marketing is not an add-on, it’s an imperative, as the American Marketing Association admits (www.ama.org). Because it’s a paradigm shift, not a hype. It’s a new modus operandi that shapes consumer behaviour while responding to these changed attitudes, at the same time, a whole new world of marketing opportunities, far outside our comfort zone. Perhaps, some years ago, including a digital aspect on our marketing efforts was a differentiating factor; today, it is a prerequisite, a sine qua non dimension. How good we are on the strategy and implementation and how satisfied the users are by their experience, this is the differentiator, for now, and the majority of companies are just doing their baby steps on the field. Naturally, some years later, resourceful strategy design and execution will also be a common place and a new element will separate the winners from the laggards and so on. Because this is a constant in life and in digital marketing as well: everything changes.
If we asked you to propose a definition of digital marketing, what would it be? Can you think of some words that you would definitely include in your short description? Below, there are 3 different approaches to digital marketing:
The use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them – Digital Marketing Institute (DMI). (Royle & Laing, 2014)
Digital Marketing is a sub branch of traditional Marketing and uses modern digital channels for the placement of products e.g. downloadable music, and primarily for communicating with stakeholders e.g. customers and investors about brand, products, and business progress. (Royle & Laing, 2014)
Achieving marketing objectives through applying digital technologies and media. (Chaffey & Ellis-Chadwick, 2012)
The commonplace among all three definitions is the aspect of technology, as digital marketing is defined by the use of the new, digital channels and media. Apart from this, each definition underpins a different side of the digital marketing, an understanding that highlights its multifaceted nature: The DMI definition adopts a strategic point of view, focusing on relationship building with a targeted audience in as measurable manner. The Simply Digital Marketing proposal is more tactical, focusing on product placement and promotion, while the main argument of the last one is integration- how we achieve marketing objectives (not merely online marketing objectives) with the support of the technological advancements.