insight

Want to Sucessd in Digital Marketing? Be a T-Shaped Marketer

Digital Marketing budget are overtaking that of traditional marketing in all major industries both developed and developing countries. That essentially means that the line between traditional marketing and digital marketing is blurring and having digital marketing experience is a key requirement to become a successful marketer. While your knowledge and experience in traditional marketing , mainly in the areas of strategic planning , branding ,consumer behavior , marketing communication planning etc. are still huge values additional to your marketing is going to be the key success factor. But the real challenge in here is deciding on the right mix and the extent of the bread and the depth of different digital marketing channels and disciplines you have to master. SEO, SEM ,Social Media, Content marketing, Analytics, Display, Video, Mobile, UX, Email-all these channels are important , do work well to-gather and if implemented correctly can have a huge impact on your marketing success. But obviously , no one can expected to new realties lead to a very different type of marketing team and marketing team member.

T-Shaped basically refers to having a light level of knowledge in a board array of skills ,and deep knowledge / ability in a single one (or a few). This model may not seems particularly remarkable or unique, but in a n eco-system where the rate of innovations and the place of changes in technology, customer behavior , coopetition etc. are so high, it is not practical for one individual to acquire and master all the skills which come under the umbrella of digital marketing. However , by understanding who your audience is where they interact with your product or services dos provide you with a grounding on what areas of digital tactics you could look to develop your skills. Being a T-shaped marketer this way allows the team member to complete the tasks comprehensively and competently in his/her area of specialty while contributing with the wide group effectively with the knowledge and understanding of other channels involved.

Amitha AmarasingheWant to Sucessd in Digital Marketing? Be a T-Shaped Marketer
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Digital Enterpreneurship

Every entrepreneur is a digital entrepreneur. This was mentioned in an article publishes by Accenture in 2014. It went on to say, that they(Entrepreneur) , focus on business models that rely heavily on using digital platforms that enable consumers and business to actively share and exchange assets, products and services for mutual benefit. In a fast-paced world today, survival of a business essentially depends on how far it is digital aligned. In economics, such as Sri Lanka where traditional businesses largely dominate the economy, emerging businesses are now changing their survival by effectively employing digital technologies in their business process.

The world conventionally believed in a system of standardized products and lowest costs. However, digital technology today are helping organizations adapt their products to achieve lower costs. This phenomenon has enabled digital entrepreneurs has enabled digital entrepreneurs to grow quickly , while sustaining themselves in similarly empowered entrepreneurs in the service industry , but on a much larger scale.

Traditional pipeline business did not tolerate large -scale entrepreneurships while they followed learner value -chain systems. Limitations such as capital and access to know-how to entrepreneurship . Today’s digital platforms have made business such as airbnb, Alibaba and Uber to disrupt organized businesses while not following traditional business models and now a proving ground that is giving birth to a growing number of digital entrepreneurs.

Start-up eco systems are globalizing fast, making it easy for many to become digital entrepreneurs. Some of them runs entire business and to end digitally while others become entrepreneurs by performing within a certain function or domain. There is plenty of space for almost everybody in this realm. School-going -kids and university student alike are now increasingly able to join the race to become entrepreneurs able to join the race to become entrepreneurs as they are encouraged by many of today’s digital platform’s business stories.

Just as an opportunity there are also a number of challenges met by digital entrepreneurs that first need resolving to achieve their success. Among these challenges, some prominent ones would be intellectual property, skills, technological infrastructure, access to finance and sluggishly adapting legal frameworks.

However, the good news is knowledge and support is really available for the digital entrepreneur who is willing to seek answers and ask for help.

Amitha AmarasingheDigital Enterpreneurship
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Have You Found Your Digital Nirvana?

When prince siddhartha walked out of that royal mansion in Kapilavasthu , in search of inner peace and a path to Nirvana, there were many teachers and schools of thoughts in ancient India about finding the noble path to Nirvana. Each teacher had their own way of defining rituals as methods of getting there.

Siddhartha explored all these alternate paths and realized most of those schools of thoughts about Nirvana were flawed in one way or another. He then realized finding his own path to Nirvana was the solution. He eventually found the path he was looking for us he enlightened to be the Gauthama Buddha, and became the founder of the world’s oldest religion based on a philosophy preached by a human being.

Today the field of Digital Marketing for me is somewhat similar to what it looked like in 600 BC India where many false through and rituals about path to Nirvana was embraced as the absolute truth. Today we can see similar confusion among people about what ‘Digital’ can do for their business, although hardly most these people understand a different between ‘Social ‘ and ‘Digital’. In all honesty, I believe the phrase ‘Digital Marketing’ itself is flawed. Long before the traditional admen created the word ‘digital marketing/media’ to categorize all the things that they don’t understand and put them into one basket, we used to call this ‘e-marketing ‘ or simply ‘internet marketing. There again we had so many confusions. For some people, e-Marketing was electronic marketing , while for others it was email marketing.

There is no better example to show how confused the marketing fraternity is about the definition of these words than how veteran Digital Marketing guru Dave Chaffey explains how he hanged the title of his famous text book on Digital Marketing.

“The books I’ve written have actually had there different titles , updated with the times. I started with Internet marketing, then E marketing and in 2012 renamed the original Internet Marketing Book to Digital Marketing , about time too since I was involved in developing the syllabus as an examiner for the IDM Diploma in Digital Marketing back in 2004-5 when the term was hardly used at all – so it’s been great to see ‘Digital Marketing’ adopted as the ‘de facto’ term!”.

Now that the term ‘Digital Marketing ‘ is accepted as a legit sub-discipline in Marketing (Well, CIM offers courses in Digital Marketing , so there’s no reason to doubt it) let’s try to understand how it differs form Marketing.

The official definition of Marketing according to The Charted Institute of Marketing (CIM) is: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirement profitably.”(I love this definition ! It’s the best definition of Marketing for me).

Now the question is how Digital marketing differs form marketing? Dave Chaffey is his book defines digital marketing as ‘achieving marketing objectives through applying digital technologies’ Perfect. In the end , it’s just about the application of a technology to achieve your marketing objectives.

It was long time back (in 2003) when Nicholas Carr wrote to HBR that “IT Doesn’t Matter “in business anymore , so why do we believe that technology really does matter in marketing anymore?

Yes, I use “Digital Marketing Professional ” as my LinkedIn title , but that’s just to differentiate myself as a personal brand among many other marketing professionals,. But prefixing ‘Digital ‘ to everything won’t necessary help you to differentiate from your competition in your category, because there’s no competition edge in using technology in business or in marketing anymore.

I think it’s now the right time for people to stop thinking “Digital ” as a magic pill which solve all your marketing problems and focus more on improve the essence of your marketing strategy; that is to identify , anticipate and satisfy customer requirement in a profitable manner of your business.

There ‘s no Nirvana in digital , so don’t waste your time finding an end in merely a means. Stop being over obsessed with a ‘ digital strategy ‘. but broadly be in focus on your ‘marketing strategy’ and seize the opportunities you see emerging in these digital platforms around you.

Amitha AmarasingheHave You Found Your Digital Nirvana?
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