Let me start by saying that there is no such thing as digital marketing (I figured that starting with a bold statement would get your attention!). The CEO of Diageo, Ivan Menzes, says it best: “it is not about doing ‘digital marketing’, it is about marketing effectively in a digital world”. And if you’re not convinced, just look around, you will see more laptops and mobile phones than actual humans.
The best way to truly grasp what Ivan Menzes is talking about is by taking a step back and looking at the broader picture: what is marketing? Marketing is defined as the process or technique of promoting, selling, and distributing a product or service (Merriam -Webster Dictionary). The reason why people started adding the word ‘digital’ was to highlight the fact that they started leveraging digital technologies to conduct their marketing tactics:
- Promoting is now done via a mixed of traditional touch points (TV ads, radio, newspapers) and digital touch points (display ads, emails, SEO)
- Selling is also now taking a multi-channel approach with a mix of brick and mortar and e-commerce solutions
- Distributing has gone a long way to also leverage both traditional and digital touch points (e.g. the distribution of magazines is now both physical and online)
Let’s be honest for a second here, I still use the term ‘digital marketing’, and I am sure this term will not die anytime soon. However, we now know what it truly is: the use of digital channels and tactics to achieve our overall marketing objectives.