WHAT IS DIGITAL MARKETING?
   “Marketing using digital technology”. 
   “Digital marketing is marketing”. 
         DIGITAL ISN’T THE ONLY OPTION
   Digital is just one element of the marketing mix. 
   As with all marketing mix decisions, some elements 
   are  right  for  some  products  –  but  all  are  never 
   right for all products. 
   As  Michael  Porter  famously  said;  ‘The  essence  of 
   strategy is choosing what not to do.’
      NON-MARKETERS IN DIGITAL MARKETING
   The  technical  nature  of  some  aspects  of  digital 
   marketing  has  led  to  those  roles  being  taken  by 
   workers  from  computer  scientist  backgrounds  –  so 
   creating a situation where there are a lot of people 
   working as digital marketers who do not know even 
   the fundamentals of marketing. 
   Marketers must accept that too many of their number 
   have  shown  little  enthusiasm  to  learning  the  very 
   basics of digital technology.
           IN-HOUSE OR OUT-SOURCE?
   There are a number of specialised tasks for which it 
   is  not  uncommon  for  work  to  be  out-sourced  to 
   specialist agencies or personnel.  
   These specialist skills are now more accessible to 
   marketing staff 
   Developments  in  software  have  resulted  in  that 
   technical  expertise  being  relatively  easily  gained 
   by users who have not studied computer science.  
   Agencies  for  online  advertising,  web  design  and 
   search engine optimisation exist because there is a 
   demand for them.
                         FADS, TRENDS AND THE OCCASIONAL 
                                                 SUSTAINABLE MODEL 
           Marketing  on  the  Internet  has  always  prompted  new 
           ideas,  models  and  concepts  –  most  sporting  an 
           acronym or label to show how trendy they are.  
           Some have stood the test of time; others never got 
           off the ground ... what people do online:
                                            Email users                                                                90.9
                                           Search users                                                            85.4
                                   Digital video viewers                                                          82.8
                                   Digital audio listeners                                                72.1
                                   Social network users                                                   72
                                         Digital gamers                                         58.3
                        Smartphone messaging app users                                    49.7
                                       Podcast listeners                  26.9
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