“Blog It Out” - The Confusion of Digital Marketing
Josh Chambers, Former Viget
While every marketing executive recognizes the pervasive pull of the internet, most allocate only 5% to 10% of their ad budgets to digital media.The article goes on to say,
Leading marketers such as Nike, Johnson & Johnson and Procter & Gamble are indeed recognizing that digital and interactive are no longer niche capabilities; they are a requisite skill set for all marketers.Currently, the way in which legacy marketing treats digital marketing is akin to buying a cell phone for the sole purpose of replacing your land line: You never take the phone with you. You leave it at home, you plug it into your answering machine, and you bolt it to your wall. You now have your shiny new toy and you've now become 'relevant.' Great concept, but missing the point. The issue for Higgin's crew in the Direct TV commercial is that is that not only was it too little too late; but the culture supporting the "blogging it out" is not conducive to blogging.The aforementioned AdAge article continues by saying,
Beyond experiments with new marketing techniques and tactics, most marketing departments remain structured around organizational legacies, chiefly the output of TV and print advertising. What they need is to integrate analysis, thinking and planning across all communications and media technologies. In practice, that means media must become strategic, rooted early in the fundamental architecture of brand planning...[They must] cultivate a progressive culture that embraces -- and uses -- new technology and media.Relationally based digital marketing is the future. If you're still on the fence, I encourage you jump on board. In order to effectively utilize digital marketing, it requires an admonition of the need as well as possibly rethinking your strategies--and perhaps even your culture. It can be a big task, but it will be well worth the switch.