Are you Digital Strategy-Ready?

I’m sure that most readers will readily identify the term ‘digital marketing' and what it comprises, especially since it’s a base process for any kind of commercial activity in the current business ecosystem.

However, very few actually study and analyse the rapidly changing rules and standards of digital marketing and how these changes are usually very subtle in their nature.?

I earnestly feel that we’re losing touch with the fact that marketing is much more nuanced than just a set of specific operations and protocols, and actually, a decision-making process that requires cognitive intention more than just data analysis.

This lack of insight and general disinterest has a gradual detrimental effect, especially on the growth of many startups and boutique brands that might actually have the right products and services. But they’re losing ground because their marketing plans are about following protocols rather than effective strategy.

As a marketing consultant and mentor for 50+ startups in the past decade, and after having taught over 300+ marketers - I’m sad to note that the present quality of digital marketing operations seems to be quite basic, and this is a truth the world over.

Many employers seem to think that merely hiring an individual with a certificate qualifies them as adept ‘marketing professionals’ - while most of the talent seems to think digital marketing is about learning how to use the right tools, setting up accounts, and following a set of generic processes.

The idea of “marketing strategy” seems to be in the back seat, and this is a dire development indeed.

Massive and accurate data resources might make it easier to read and analyse the market, and digital tools have definitely made the process much faster and more nuanced - but creating bespoke strategies and making critical decisions for a marketing campaign (digital or otherwise) are still the fundamentals.?

Are companies happy with merely ‘doing fine…’ in their campaigns, and losing their interest in developing business-specific strategies? Has marketing become merely a compliance process?

My realisation that we’re gradually losing touch with the strategic and cognitive aspects of marketing was mostly brought upon by a recent incident -

I was heading a discussion panel at an LSM event by Entrepreneurship Cell, IIT Kharagpur recently, and I was hoping to elicit a host of fresh ideas from the many young guns and experienced marketers attending the event about what they feel about the upcoming changes in the digital marketplace.?

A lot of information was exchanged across the room that day; but unfortunately, none of it had any strategic significance to my line of discussion.?

It was mostly about what platform works best for which industry, and new tools to manage campaigns better - mostly tactical concepts to better manage marketing operations.

However, none of the attendees addressed the changes happening at the root of the digital market ecosystem. Big changes are on the way, and even if half my predictions come through - it will be a disruption-level event for the digital business ecosystem.

I remember when the Google algorithm drastically changed its rules and quality parameters in 2011, and several millions of websites lost their flow of traffic or even their entire web presence overnight.?

This happens from time to time, but astute digital marketers should be analysing the probability of such changes and discussing their causes and implications well in advance. Like right about now!

As an expert, I’ve already identified the next big disruption that’s brewing in the digital marketplace, and I’m already helping my clients prepare for the necessary changes in their strategies and operations.

However, I’m extremely disappointed that neither any of the 100+ attendees in an industry-specific panel discussion that day nor any of my students and mentees have yet approached me with any similar or contextual observations that address the upcoming disruption.

For me personally - it was simply sad to see something as vibrant and dynamic as marketing stagnate even amongst some of the best minds in this field.

Don't get me wrong - I’m not here to merely diss the upcoming talent pool, or claim that my concepts are so far above my peers. My statement and this post are most definitely not festered by any generational or professional ego. In fact, it’s a matter of concern.

I think that we’re losing our grip on the creativity and strategic thinking that should guide the ‘marketing’ aspect of digital marketing - and we’ve reduced the process to a checklist of best practices.

There’s still some time to expect such discussions incoming from my network - but so far - nada.

Is digital marketing really that stagnant? Or is this kind of disinterest in strategic foresight a passive fallout of the current work culture where more professionals are only interested in the tasks and goals they’re assigned, and not much invested in developing their knowledge in their industry role?

If you’re an employer, or you’re managing a marketing process and team - do you feel the same?

If you’re a professional digital marketer or marketing professional at any level - what’s your feedback? Do you feel that my statements are unfair to the current talent pool of our industry?

Thoughts and comments please - No opinion is unwelcome, but civility is most appreciated.