Do we have the right construct for digital marketing?

In today's marketing landscape, digital campaigns, and metrics, have we mislabeled digital marketing? I propose a rethink - a reframing of digital marketing as digital selling. This clarifies the distinction between strategy marketing and the tactical execution of digital communication aimed at conversion.

At the crux of my thinking lies a fundamental misconception. Is digital marketing truly about marketing, or is it more aligned with sales? By rebranding it as digital selling, we emphasize its role in converting consumers into buyers while preserving the strategic essence of marketing.

Traditional marketing is the art of brand building. It is about crafting a story that resonates with consumers on a subconscious level. It is about shaping a brand's unique identity and delivering value beyond product features. Advertising has long been instrumental in shaping brand perceptions and driving awareness. These tactics focus on building brand equity, nurturing consumer relationships and carefully establishing distinct positioning in the market. Done with this depth of understanding of a brand's essence is the power of what a campaign can do to embody the benefit beyond the product. Nike's "Just Do It" position/tagline/campaign, is inclusive in how they define the benefit while embodying a spirit of determination. Nike has had an enduring impact across their entire communication ecosystem by honouring the brand's essence, compelling storytelling, and iconic branding.

In contrast, digital marketing often prioritizes short-term metrics like conversion and click-through rates, emphasizing immediate sales impact over long-term brand building. Digital channels offer unprecedented targeting capabilities and real-time analytics, and risk putting branding off to the side. How many meetings have you been in where tactics are now driving metrics at the cost of the brand and more importantly, your most valued customer?

What would the impact of a paradigm shift be if we rebranded digital marketing to digital selling? By doing so, we distinguish between the strategic realm of marketing and the tactical execution of digital communication aimed at converting consumers into buyers.

Marketing encompasses everything relevant to the brand. It is the steward of the brand's essence, the architect of consumer understanding, and the catalyst for innovation. It is about feeling the brand at such a level that you can cultivate a deep connection with the end consumer. Today, the essence of marketing is often overshadowed by the tactical focus of digital channels.

Take Nike - a mega marketing brand. By aligning its digital communication strategy with its umbrella brand narrative, Nike has leveraged digital channels to amplify its message and engage consumers more broadly. Nike extends its reach with effective digital messaging to carefully defined buyer personas - creating relevant persuasive reasons to buy. The digital ecosystem complements its overall brand strategy. The digital sales system enhances the brand's resonance and drives sales.

By reframing digital selling within the broader construct of marketing, I believe we can unlock new possibilities for brand elevation and consumer engagement. If we reclaim the essence of marketing - focusing on brand strategy, consumer understanding, messaging, product, and innovation - while empowering digital channels to fulfill their role in driving sales and conversion. The brand strategy is in alignment with the overall objective of long-term sustainable growth. This new construct ensures a more cohesive and impactful marketing landscape - one where brands thrive and consumers connect on a deeper level.

And as always, it begins with understanding the "why", and holding all communication across the traditional and digital ecosystem in alignment.