What is important about a digital marketing program? ROI, ROMS, brand metrics? Yes and much more. Do those things usually change the game? No. Do we care about changing the game? Sometimes, right? When we are heads down building, winning, running, fixing; then probably not. When we look at our careers, when we blue sky, when we have off line chats; then yes, we think about if we are having real impact. Two points in this quick post:
There are not enough of us that are actively moving to change the game. Yours truly included.
Digital marketing is not about things and results anymore. Yes we still build “things” such as pages and we do need to hit target metric numbers. But that is not where the game is.
Notice I say that we need to “actively” move to change the game. I think many in the industry are trying, but what are we doing to build relationships, environments, and situations that allow it to happen. Again, its so heads down now. Business is good, staffing is a huge challenge, and many of us are locked into “rolling up the sleeves”. The new boom is about the expansion of “Traditional Interactive”. All good. But can we invest more in expanding the borders? Invest margin, time, people, dare I say invest a little client-equity in this? We are the pioneers, we are still on the frontier; I for one want to live like it again.
One concept that holds a lot of promise for me is this: digital marketing's shinning stars and hot spots are not about numbers; they are about shock waves, concussion, viral, they are social catalyst and enablers. Obvious ones are the social sites like YouTube, Face Book, and the bunch. But what about non-digital brands, are they making noise here? Can they? Some are. Many more can by wrapping their heads around this difficult concept: impact in digital marketing is best achieved by paying more attention to the periphery than the center. I will talk about this in a post coming soon:
Digital as a Verb
J
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