By Marian Arnold
The future is not garlic bread as Peter Kay once said, it is in fact, digital marketing and it is here right now.
The question on everyones lips though is… do we really need to use the word ‘digital’? Surely in this version of our future… it’s just marketing?
Adam and Eve DBB dropped the word ‘digital’ from their job roles in January claiming it is outdated and unnecessary now that digital is embedded into day to day life.
We are constantly online, at work home and play, multi screening and with our minds running at a hundred miles a minute surely marketing is just marketing however we consume it?
The Q3 2015 GWI social media trends report shows that globally, the typical internet user is now spending 1.77 hours per day on social networking, increasing from 1.61 hours back in 2012. On average, digital consumers also now have accounts on more than 6 networks and are actively using close to 4 of them. (For me, that’s Twitter / Facebook / Pinterest and Linkedin but I also dabble in Snapchat, Instagram and Periscope and can easily exceed this average given the day job!)
Over recent years, the very definition of ‘marketing’ has changed.. it is no longer just about sending out direct mailers, having a fancy logo and taking out an ad in your local rag .. it is about engaging across different marketing platforms both on and offline – never in solus, always integrated and in sync.
The biggest audience reach for the majority of demographics is now online, so it should go without say all marketing should have an element of online naturally in order to reach the biggest audience chunk.
As social boundaries blur and inbound marketing becomes the norm is there still a clear distinction between on and offline / above and below the line or is marketing just marketing when all is said and done?
Let me know your thoughts!