Archives for posts with tag: Definitions

Digital marketing is one of those terms that has tended to confuse people over the last few years. It’s become very high profile of late, to the point where people believe that digital marketing is all of marketing, and all there is to do in marketing. That’s not the case though.

Sure, it’s an important part of the marketing mix, but to focus on it simply because all people seem to talk about these days is social media or mobile is short-sighted.

Digital marketing is really about electronic marketing, a form of marketing that is received through an electronic device, hence the term ‘digital’. More often than not this means online marketing, using the Internet as the medium, as in on-the-Internet marketing.

Under this banner we can put types of marketing like social media marketing, search engine optimisation marketing and pay-per-click marketing – like good Adwords – to name a few. Email marketing, a good bit older than my three examples, comes under this heading too, since we’re talking about the device through which you deliver and consume the marketing.

There are other forms of marketing that are digital but not necessarily online. These might be electronic billboards, on-screen demos and good old-fashioned telly. For more examples of digital marketing and a good definition of it, go here.

Digital marketing gets the headlines and its fair share of budget but it’s just one part of the marketing pie, alongside traditional marketing and hybrid forms of the P that is promotion. You’ve got events, non-electronic advertising, direct mail, public relations among others, and we haven’t even got to the other three P’s of the 4-legged P stool – which sounds a bit unappealing – namely product, price and place.

It never ceases to amaze me how much confusion there is, and much talking across purposes, when we haven’t agreed the basics in a project.

Especially an internal project. When it’s an internal project, we’re all taking with people inside the business so a level of understanding is assumed. All the more reason to make sure we define what we’re doing and the parts of what we’re doing, to avoid confusion, miscommunication, missed deadlines and frustration.

It’s the best way to avoid this kind of conversation:

“Where’s the rest of it?”

“What do you mean, the rest of it?”

“Well, I kinda assumed you were going to do this, this and this…”

“No, I think this and this was supposed to be all we were doing for today.”

“OK, I need to do a reset with the Chieftain, then. I don’t think we have everything s/he’s looking for.”

Sometimes it’s only when you get into the detail of a project that you uncover the misunderstanding. All the more reason to get your internal naming of parts of a project right, and define what’s involved. Otherwise you end up over-promising and under-delivering. Not good, especially when it’s an internal project.