Lately, a plenitude of emphasis has been placed upon ‘digital’ 🤖, especially since the start of the pandemic. Consequently, we could remark the same trend in the marketing industry. However, is it not too much, is it not overstated? 😨
In my opinion, if used wisely, digital is a tremendous channel that could help you drive growth and development. Nevertheless, it HAS to emerge only after you have done your:
- Situational analysis (Where are we now? 🤯);
- Objectives (Where do we want to be? 😇);
- Strategy (How do we get there? 🧐).
And ONLY after that one should decide on:
4. Tactics (How exactly do we get there? 🔨).
If this is the case, and digital is the perfect tool to help achieve your goals, then definitely go for it! 🚀
👉 Listen to 4 steps to creating a rock-solid marketing strategy with Mark Ritson.
Moreover, I think balance ⚖️ is the key to both professional and personal success. We should focus more on ‘both‘ together with ‘and‘, instead of ‘or’ and ‘either’. Traditional AND digital, long-term AND short-term, brand building AND sales activation. INTEGRATION!
👉 You can find below more information on the subject:
1. Effectiveness in context by Les Binet and Peter Field.
2. Mark Ritson about bothism.
3. The wrong and the short of it by Tom Roach.
Everything has to be balanced and based on empirical data and research. Overwise, digital could become the main subject of the next Tom Cruise’s film: Mission impossible – Digital is saving the world! 🦸♂️