The great confusion about “digital media”
March 26th, 2006I’m currently talking to someone whom I believe can offer a very complementary service to ours, and the discussions around getting this off the ground reveal how big a gap there is between the leaders in online marketing and the rest.
This fellow has been working for one of the leading publishers in Australia in the “digital media” area.He has put together a consulting offer with the aim to help SME’s get some idea about how they can take advantage without getting ripped off by one of the many cowboys that typically surround an emerging growth market.
This fellow has been working for one of the leading publishers in Australia in the “digital media” area.He has put together a consulting offer with the aim to help SME’s get some idea about how they can take advantage without getting ripped off by one of the many cowboys that typically surround an emerging growth market.
When I started thinking about how I was going to explain this service to my customers, I realised that if “marketing” as a concept was poorly understood (some people see it as just promotion and advertising, some see it as sales, etc…), how much hope would we have in demonstrating the value of “digital” marketing?
What I realised is that unless you can paint a picture, create a reference point for people who have a very limited knowledge of a new concept, you’re dead. So we have to paint pictures, demonstrating not only what these new channels are, but how they relate to an SME’s world. How they work together with what they are currently doing.
