{"id":112770,"date":"2016-01-29T18:44:00","date_gmt":"2016-01-29T23:44:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/is-digital-marketing-dead-or-are-publishers-desperate-to-make-the-headlines\/"},"modified":"2024-12-21T05:53:58","modified_gmt":"2024-12-21T10:53:58","slug":"is-digital-marketing-dead-or-are-publishers-desperate-to-make-the-headlines","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/is-digital-marketing-dead-or-are-publishers-desperate-to-make-the-headlines\/","title":{"rendered":"Is Digital Marketing Dead or are publishers desperate to make the headlines"},"content":{"rendered":"

\u2019Digital marketing is dead\u2019 \u2013 that\u2019s the headline I read this morning. Apparently what the world needs now are traditional marketers, an area where businesses face a major skills gap.<\/p>\n

The headline did what it was meant to do, it grabbed my attention and I clicked through, read the article, shook my head, and laughed\u2026part out of disdain, part out of despair.<\/p>\n

Are we really there already? Is \u2018digital\u2019 really dead?<\/h3>\n

I was more of the opinion that the word \u2018digital\u2019 is now the norm and perhaps \u2018traditional\u2019, \u2018above the line\u2019 or \u2018old school\u2019 were more indicative of previous methods of communicating to an audience.<\/p>\n

In effect \u2018digital\u2019 was \u2018new\u2019 about 10 years ago and since then \u2018digital\u2019 hasn\u2019t died, it simply became what people do. As a result \u2018digital\u2019 is now as relevant to marketing as \u2018smart phone\u2019 is for mobile; it\u2019s simply what we expect, it\u2019s the norm.<\/p>\n

So why bother with the sensationalist headline? Was it just for the click through?<\/p>\n

We all know that journalists and headline makers have struggled to make ends meet (because of a \u2018digital\u2019 revolution in their industry) and there is a \u2018digital\u2019 algorithm that helps decide what content does get seen and gets market share. It does seems as if we are being played here.<\/p>\n

And just as Cisco declared ‘digital marketing’ a redundant<\/a> term earlier this year, I thought we would check out these forward thinking dudes and see what \u2018marketing\u2019 jobs they had to offer. Surely we weren\u2019t going to see anyone advertising one of those outdated \u2018digital\u2019 job titles?<\/p>\n

\"cisco<\/a><\/p>\n

Perhaps the headlines don\u2019t reflect the reality of the situation.<\/p>\n

People use the words that help create meaning for us. Ask any recruitment agency whether \u2018digital\u2019 helps distinguish between applicants that fit the bill and those that don\u2019t!<\/p>\n

Cisco clearly have a vision that hasn\u2019t filtered down to the HR department, or perhaps the headline is nothing more than just that; a headline that doesn\u2019t tie up with the reality of the situation.<\/p>\n

It reminds me of the \u2018guru\u2019 that knocked up the headline \u2018SEO is Dead\u2019 several years ago.\u00a0 A few trillion organic searches later (via Search and Social), we are still just as interested in how organic visitors are driven from mobile \/ desktop \/ tablets to our site and how this affects market share.<\/p>\n

In fact I\u2019m going to say businesses are more<\/em> interested than ever before how to plan, create, distribute, repurpose, optimise and measure the attribution of their content. This is because businesses now have an understanding of \u2018digital\u2019 measurement and how these align to real business goals.<\/p>\n

In effect, \u2018SEO\u2019, just like \u2018digital\u2019, hasn\u2019t died, it just isn\u2019t as unachievable as it once was, not as scary, and isn\u2019t the great headline maker it once was. If this means that \u2018headline\u2019 makers have to change the aspirational goal posts now and again, then so be it, but be careful what you ask for!<\/p>\n

If Cisco dropped \u2018digital\u2019 from their job titles, could you imagine the number of unqualified candidates that could apply for the post.<\/p>\n

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