The biggest risk of digital marketing is not that your Facebook or Google ads are misconfigured, nor that you lack a subscriber base to send a newsletter to; or that you do not produce content and therefore do not appear in search engines … No … the biggest risk of digital marketing is precisely forgetting what marketing really is … if you don’t believe it, keep reading. Belarus Phone Number List The fear that the marketing strategy will suffer a diminishing interest in favor of an obsession with technological concepts and digital marketing buzzwords , has been confirmed by recent data, provided to Marketing Week . Information on Google search trends in the last five years shows a bleak reality. To cite an example, in the UK, between 2013 and 2018, the number of searches for ‘marketing strategy’ dropped by 9% and for ‘differentiation’ by 5%, while interest in terms like ‘programmatic’ and ‘millennials’ soared 448% and 338% respectively. These data seem to support the argument of the professor and Marketing Week columnist, Mark Ritson, who believes that marketing is undergoing what he calls “tactification”: the progressive change of focus, abandoning the fundamental concepts that make up the strategy to migrate to how This is carried out tactically on one of its channels. “Most marketers think of marketing as how we communicate with customers and they obsess over outbound marketing,” he wrote in June of last year, adding, “Young and inexperienced marketers tend to believe wrongly that marketing equates to promotional technology ”. In a previous column , the professor had also warned: “… marketing seems to be turning into a series of tactics without strategic thinking.” To understand this, it would be necessary to say that it is not the same to know how the chess pieces move to start a game with a defined strategy.
How to avoid the biggest risk of digital marketing The consequences for customers and other marketers The above phenomenon has resulted in the excessive proliferation of “digital marketing agencies” that are actually only placers of ads on platforms, but that in reality do not know the depth of concepts such as strategy , differentiation , competitive advantage , positioning, value or ROI … Marketing terms that cannot be learned by liking . It is not uncommon to see requests like this on social networks: This proliferation of pseudo-agencies hurts customers because the service they get is second-rate and without results, and it hurts professional marketers because unfair competition arises that cannibalizes the market, since these 2a service providers. their services are tremendously cheaper. This is not to say that new marketing concepts are not helpful. Of course not. Of course they are and the update is essential. What the data does show, however, is how buzzwords have quickly taken over the discipline in recent years, while the core of marketing is relatively unappreciated, leading to technically correct but strategically flawed implementations … so ROI and growth are not achieved. This phenomenon then makes small and medium businesses not believe that digital marketing works. However, the error is not in the technology, but in the background knowledge, which most of the so-called “digital marketers” do not have. And we say misnamed because now anyone who learns Facebook ads calls himself a digital marketing expert. ? In many cases, the best advice for a small business might not even go through Facebook or Google ads.
Sometimes you might have to suggest a retargeting or targeting strategy, for example; But how could a marketer without background knowledge know about this? Other search terms that have increased in interest include “artificial intelligence,” whose search volume has grown 97% in the last five years; “Brand purpose”, with an increase of 450%, and “How brands grow” with 379%. Is all lost to the biggest risk in digital marketing? Not all is doom and gloom for proponents of the essence of marketing. Terms like the ‘four Ps’ (product, price, promotion, and place) have actually attracted more interest, Belarus Phone List with search volumes growing 65% since 2013 or ‘Positioning’ (with a 14% increase). The problem is that if these concepts are seen as separate from digital marketing, it could happen that many do not have a good idea of how marketing really works. What do you say? Have you also been a prey to the biggest risk of digital marketing? If you want to keep up to date with articles like this, and be part of the brands that inspire , you can receive them at the door of your mail … and if you need advice for your business or training in digital marketing , give us a shout. We love hearing from you.