Competent digital marketing means you have to account for evolving technologies. Just look at all the SEO companies that still have ad copy focusing on Meta tags (which Google ignores) and search engine submission (which isn’t necessary any more). Effective search engine optimization should come from a company that knows what’s happening now – and the same thing is true for all aspects of digital marketing. This goes above and beyond the kind of trade knowledge marketers share with each other, to appreciating the implications of broader developments in hardware, software and the Web. Let me show you what I mean with three examples.
What am I talking about? Amazon’s Kindle. The iPad. Barnes and Noble’s Nook. These are just three of the dozens of devices designed specifically to get people to read magazines and books electronically instead of on paper. Sure, people have done this with PDFs for a decade, but these devices bring it into the mainstream with a comfortable user experience.
What does it mean to digital marketing? Remember those print ad campaigns you couldn’t justify in the face of the potential of Web marketing? Now those magazines are coming back electronically, and people have barely begun to talk about how ads might work in electronic magazines.