Why “Digital Marketing” is an Outdated Concept
“Digital Marketing” as a term gained steam in the late 90s. With the emergence of the internet and cell phones, marketers and companies alike began to use the word as essential for advertising and business growth. Since then, marketers have learned that digital platforms work very well for monetizing existing desires rather than creating new ones. Marketers have learned that the voices of the loudest consumer often matters the least.
Digital marketing, as a term, became both unpredictable and imperfect just as marketing had always been. While technology was always looked to as the future of business and the growth of opportunity to connect directly with consumers, but what hasn’t changed as much is the belief of a marketer’s position and role to improve the company and brand image.
With the emergence of the term came a split into 2 worlds of marketing: digital and non-digital. This creates disconnect in a marketers role; they often feel they can’t perform both tasks because they differ so greatly. However, in order to succeed as a marketer today it’s essential to be both versatile and knowledgeable in all areas of the marketing sphere.
Marketers today are expected to keep up with all things marketing while paying consistent attending to engagement and more importantly, earnings. With a career that changes so rapidly, it’s important to note that ‘digital’ as a separate entity is no longer necessary. Marketing as a term encompasses all. Digital media is now the core of the entire scheme; an entire marketing plan is now often based in digital media.
What else has changed?
Video ads are consistently displayed across numerous social channels. They enhance user engagement, provide higher click through rates, and often have a better return in regards to a PPC budget. Videos make companies more relatable, human, and likeable, and can be used to showcase various products, companies, and work as a while.
Content marketing has hit its stride in regards to digital marketing. Marketing budget spend has evolved from spending mainly on print and billboard advertising to spending most of the budget on online options and SEO strategies. Developing hyper-relevant content with ultra-specific targeting is easier and more cost effective than ever before. Because of this, digital marketing as a term is no longer relevant.
With the explosion of mobile search and apps, brands can capitalize on moments like never before and engage in a competitive market in cost-effective ways. Influencer marketing now has the ability to create multiple touch points and provide better exposure and acceptance of products. As Business Insider states, “Digital has gone beyond Search, Social and Display. Apps have become a necessity. Mobile websites are mandatory. But the most significant change in trend is right in the marketer’s den.”
The term “digital marketing” should be changed to be referred to simply as “marketing.” In a world with ever-expanding technology and consistently changing rules, marketing as both a profession and a term will remain the same. Nearly every interaction with both current and potential clients is digital. Because of this, advertising online is no longer optional – it is a complete necessity to grow business and to provide the essential channel for attorneys to reach clientele.