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Build on traditional skills and welcome new ones

Isn't it time to stop talking about digital marketing as anything different to 'marketing'. It seems that people forgot that the only real difference digital offered is the platform and the tools associated with that platform. At the essence of all digital marketing activities has to be the recognition that it's marketing and the same rules apply to digital as any other platform or media. So, if your content (positioning, consumer relevance, differentiation) are compelling your marketing will be successful. Those who understand the platform well often fail spectacularly to deliver on the marketing side of the equation because they are so obsessed with the technology. I agree, the technology is amazing, it's incredible what we can do now and the potential reach - but it's all for nought if the foundation of a competent marketing strategy does not underlie these activities. If you can get the marketing right, the platform is the leverage you have to exploit it, not the other way around.

Fri, 25 Jan 2013

1:11 pm