We often get asked questions about this somewhat new and fast moving field of digital marketing. Here is our take, based largely on our own experience.
No, because it needs multiple and varied skills to do it really well
The major internet companies like Google and Facebook are investing tremendous amounts to add new features and functionality to their digital properties. This makes mastering these digital properties difficult.There are no books or training classes one can go to.
And since very many organizations are implementing digital, there is a lot of competition that each organization faces. Therefore, digital needs to be implemented really well for your organization’s products or services to stand out from the others. That is, the digital marketing strategy and execution needs to be of a high standard.
A digital marketing agency that provides the entire possible range of digital marketing services.
Creative, Technical and Marketing skill sets are needed, as is a good knowledge of the Internet domain.
To give just two possible reasons:
Yes, but in several large, established organizations the adoption is slow. Some of the reasons stated:
Not essential for everyone.But the cost of experimenting is low so why not? Even property (housing) sales have been initiated online, so the boundaries of what can or should be done are blurring
Yes, it does. In fact, digital is one of the very few forms of marketing – other than exhibitions (trade shows) and trade magazines – that can be effectively used for B2B.It is often possible to target B2B buyers and influencers e.g. architects, contractors, CIOs via social media.
Digital marketing is also a must do for any export business.
The two main organizational areas impacted by digital are growth and transformation.
IT companies e.g. Accenture, IBM et al are focused on enabling transformation of companies i.e. redoing the processes and workflow using digital technologies.
Business growth is the area a digital marketing firm such as Interskale focuses on.
The no. 1 agenda for everyorganization’s marketing department is growth, growth in terms of sales, market share and successful new product launches. And digital marketing, being an indispensable type of marketing, should help in these things too.
Interskale does some transformation type stuff too, such as building intranets and improving the usability of existing web applications.
Firstly, digital is much more measurable. Analytical skills and dashboards are put to use.
Secondly, the activities are rolled out in a few days, sometimes the same day. While for other marketing, a few weeks or even months are typically necessary to get going.
Thirdly, knowledge of how to do good (quality) digital marketing is scarce. There are fewer quality providers around compared to the other ATL & BTL marketing.
Fourthly, user organizations (clients) are themselves less well conversant with how to select, supervise and evaluate the impact of digital marketing. This is not the case when it comes to other types of marketing, which have been around for longer.
Well, firstly be sure how much you want to deep dive into. Unlike classical marketing, which a textbook can serve to educate, digital marketing needs hands on practise.
For an overview of the theory, we recommend you browse through the following ebook.
In two words:
“Better ROI” “Higher quality” “More scale”
Being wide ranging, the skill sets (creative + tech + marketing) needed to do digital marketing, are usually not available in one individual, a team is required. Thus, any user (client) organization wanting to do digital in-house needs to justify to itself why they would staff up with a multiple team.
Since digital marketing is not the main business of the user (client) organization, the career path which can be provided within the organization to such people is necessarily restricted.
If you have other questions on digital marketing that you would like answers on, please write to firstname.lastname@example.org.