Practicalities of Digital Marketing by Glen Wakeman
Digital Marketing is neither social media nor an updated version of traditional marketing.
It is its own profession, with elements of both, but distinctive tools and techniques.
Digital Marketing is at the frontier of change management and best suited as a stand-alone function.
Companies should seek to learn to grow. Allowing the function to have unmitigated access to decision makers will enable your customer’s voices to be heard.
Digital Marketing is not the same as traditional Marketing.
Value propositions, and differentiators do matter. But, the internet has changed customer behavior. Customers do not follow a linear buying experience. Instead, they research, communicate and converse with other constituents as a part of making their buying decisions.