Have you heard about the next big thing? There’s a buzz around it. Companies are trying to embrace it. Experts are being hired. Laggards are getting fired. Departments are being reorganized. New companies are emerging daily claiming to be experts on it. Digital marketing.
But… here’s some news. It’s not new. In fact, the whole strategy behind digital marketing has been around for a long time. CTA (call to action), CRM (customer relationship management), conversion, testing — all of this has been around for years. What was it called? "Direct Marketing."
What's new? The platform.
“The Internet is really about highly specialized information highly specialized targeting.”
— Eric Schmidt
With the advent of the World Wide Web came social networking platforms provides new funnesl for messaging — Social Media and eMarketing. It is new in that it’s a new vehicle for brands to reach out to customers and build brand awareness, loyalty and even create brand zealots. But the best practices are not new.
From a Direct Marketing vet… yes, I dare admit it, the more I read, the more I smile, as the principles I’ve learned throughout my career still hold true for social media:
I’m intrigued with this now extremely mainstream ever changing vehicle of marketing. Just like TV didn’t replace radio, the Internet is not going to completely replace other communication vehicles. How could it? If everyone is talking to you at the same time in the same manner, would you listen? The person that would stand out is the one doing it in a different way. A way a consumer can relate to.
“People have really gotten comfortable not only sharing more information
and different kinds, but more openly and with more people —
and that social norm is just something that has evolved over time”
— Mark Zuckerberg
Guttenberg invented and streamlined the way publishing happened making it more pervasive and mainstream. No longer did one have to wait for a hand written transcript, publications could now be mass-produced and got out to more people faster; well at least as fast as a a horse could cross countries and ships could cross the Atlantic.
Fast forward >> Overnight Delivery >> Fax >> E-mail >> and now the Internet has given way to Social Media. All ‘new’ ways to reach your customer quickly and efficiently while expanding your reach to prospects.
“What really decides consumers to buy or not to buy
is the content of your advertising, not it's form.”
— David Ogilvy
I must admit I was skeptical about Digital Marketing and even somewhat resistant… but look at me, here I am "blogging". The reality of connecting to your customers is not new. Digital marketing is a revolutionary delivery vehicle offering up new possibilities that still work most effectively when traditional best practices of direct marketing are followed. – “New and Improved Direct Marketing” if you will.
Taking all of my experiences