Digital marketing is dead, marketing isn’t
There is no marketing in digital marketing
Digital marketing
There is no marketing in digital marketing
Mini MBA in Marketing is a myth busting machine. The course charts out step-by-step process of marketing. It doesn’t contain terms such as digital marketing, social media marketing, LinkedIn strategy, Twitter strategy, viral marketing etc. Instead, it offers a framework, which allows marketers to use digital tools as and when it is necessary. The biggest myth is ‘digital marketing’ can replace all marketing.
1. Digital marketing will disrupt marketing:
There is no marketing in digital marketing. What we call digital marketing is one of six tactics of marketing communications. Marketing communication is also one of ten things, which make marketing. Social media updates, blogging, online ads, emailers, search ads, video ads are all different forms of direct response marketing. Others are advertisement, publicity, sales promotion, face-to-face selling, direct marketing, and discoverability.
Ritson says: Digital marketing’ is redundant Link
2. More content means more views:
Not more than 5% of the followers on social media see the updates from the brands they follow. What we call see is a mere impression or appearance on their timelines. Unless one spends tons of money, the updates are not going to help.
Dave Trott says: Content (noun): everything that is inside a container; the contents of a box Link
3. Search engine optimisation is magic:
SEO professionals and digital agencies help brands rank their pages higher in the search engine results. Brands use tricks such as descriptive URLs, use of keywords and secondary keywords broken, page title and META description etc. The list is long. After all this, the content is only useful if the target customer has shows any interest. Or else it will get discovered for nothing.
Ryan Stewart says: The days of ranking a products or services page first for these purchase-intent keywords are limited Link
4. Community will attract customers:
All brands want a community, but they do not know what it is. The myth of community is such that it will help achieve all the marketing goals, at the fraction of the cost of marketing. Community is a buzzword for your current and future customers. Without the clear objectives, the team will keep running in circles or chasing engagement, from one tactic to tactic.
I wrote: Avoid Gary V’s ideas about community Link
5. Viral everything:
Brand chasing viral posts or videos are the best examples of FOMO (fear of missing out). Because Dollar Shaving Club became an overnight sensation, it is now on the list of every brand. Did you know Michael Dublin, its founder, had trained as a writer for eight years? Moreover, a filmaker produced the video, who also owned a priduction house.
Jerry Daykin says: How a single tweet misled an entire industry to dive into the dark Link
6. Hire anyone
Brands are hiring the operators of digital tools such as social media, emailers, search engine etc. They are not operating real marketers. It’s similar to constructing your dream home with just the help of masons, and not architects. Digital enthusiasts learn from a blog here and an update there. It’s better to avoid digital marketing, than to do it wrong and get harmed.
Twitter discussion : Formal training in marketing Link