The label ‘digital’ makes marketers throw all leadership rules overboard.

19 september 2017
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How do you make a room full of marketers ditch all rules and follow you blindly? It’s simple. Get on stage, say the word ‘digital’ 10 times and then follow it up with a flashy movie. Not a single marketing conference goes by without some guru trumpeting random digital assertions at their nodding audiences. What worries me more than my own habits is the digital wannahave mindset these talks create.

The rise of the ‘digital naïve’

Let’s face it: around the globe, marketers spend big bucks on digital marketing tools and advertising without any real strategy (let alone business goals). When challenged, people throw out buzzwords like ‘customer experience’ or ‘buying journeys’ in order to mask what is often a mindless digital shopping spree. It is puzzling. Don’t get me wrong: I believe digital tools are crucial for business success – in fact they may even transform your brand’s customer experience. But blindly jumping on the latest digital bandwagon doesn’t make anyone a digital native – in reality, that’s just digitally naïve.

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