“Digital marketing” is a term almost everyone on the planet has heard of. It’s probably the most-used phrase in the marketing industry. Why? Because the world has gone digital at such a rapid rate.

Marketing is and always will be about getting the right message to the right people at the right time – cliched though that sounds. And in a society of smartphones, tablets, mobile apps, social media, live streaming – achieving this goal means marketers need to focus increasingly on digital media. Gone are the days of blasting out interruptive messages via TV commercials, or bombarding entire cities with direct mailers  – methods sometimes referred to as “spray and pray”.

If we want a fighting chance at solving the modern marketing puzzle, our marketing mix needs to embrace digital media as the preferred means of reaching our target audience.

However, as the world has switched to digital for consuming its information, isn’t the phrase “digital marketing” redundant?

I wonder if, in 5 years, the line graph above will tell a different story.  Will we see a downtick in the popularity of the search query “digital marketing”?  Not because digital marketing will no longer be a phenomenon, but simply because marketing will no longer need to be qualified as traditional or digital. Read more

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