If Digital Marketing is So Easy, Why is Everyone So Bad at It?
Reason #2/45: Digital Marketing is Ever Changing
“Change is constant.” – Benjamin Disraeli
In addition to being large and complex (Reason #1), digital marketing is in a state of perpetual change. And, far from being linear, digital marketing change is multidimensional, rapid and unpredictable. Examples of digital marketing areas that experience continual change include:
| Digital Marketing Components | Current Changes |
|---|---|
| Channels | Social Media, Mobile Applications, Local |
| Media | Video, Device-specific Media |
| Standards | HTML5, CSS3, Flash, WebP |
| Content | eBooks, User Generated |
| Search | Algorithms, Realtime, Mobile |
| Platforms | Mobile Devices, Tablets, Kiosks |
| Infrastructure | Cloud, Security |
| Regulations | Data Privacy, Auditability |
| Requirements | Digital Marketing Governance, Accessibility |
| Techniques & Tools | Nurturing, LSO Cookies, QR Codes |
| User Behavior | Attention Span, Tolerance, Self-Identification |
| Profession (yours) | Accountability, Expectations, Managing vs. Doing, Sourcing, Turnover |
Maintaining awareness of these changes, determining if and how they apply to your digital marketing programs and knowing when, where and how to make them productive components of the programs is critical to your digital marketing success.
Summary
Change is a constant for digital marketers – and the numbers, types and frequency of changes continue to accelerate. Standing still in your digital marketing knowledge and capabilities means falling behind. When embraced, these changes can enable powerful and differentiated digital marketing programs.
“Control over change would seem to consist in moving not with it but ahead of it.” – Marchall McLuhan
About this Series
The experience, data and insights gained through the development and delivery of our Digital Marketing Insight service form the basis for this series of posts. More information is available about the “If Digital Marketing is so easy, why is everyone so bad at it?” series.
Thank you,
Andrew Dennis
Southbury, Connecticut
Reach me directly at andrew at northpage dot com