In this day and age where technology is king, digital marketing is inevitably the queen. Undoubtedly, digital marketing is a brilliant vehicle I would have died to have when I started as a brand manager some decades ago. Back then, it was unthinkable to engage with your audiences almost one-on-one as you would today. Digital marketing is a marketer´s dream come true.
However, this doesn’t mean we should throw away classic or traditional marketing teachings; au contraire. When your brand is engaged with your audiences somehow freely, you need to have a pov that will anchor it. Your brand will risk losing its identity if you do not have your anchor. Creativity requires boundaries, and so do the brands to come across as consistent, meaningful, and with character.
Traditional marketing is our best bet to ensure that kind of consistency. When we think of traditional marketing, the first things that come to mind are brand positioning, the 6 Ps of marketing, marketing strategies, etc. All these are essential and foundational requirements before any brand starts engaging with its audiences one-on-one.
So, if you want effective and efficient digital marketing within your marketing plan, it is always a good idea to start fixing your foundational marketing steps first.