A Gartner survey has shown that the term “digital marketing” is on the wane. The report showed that many CMO’s are “done” with the term with 98% of marketers no longer making a clear distinction between marketing online and offline.
This is a welcome development, seeing full integration of digital marketing into the mainstream and end an era where digital was often an afterthought or totally ignored.
The integration of digital marketing into the mainstream demands that many marketers upskill. For many marketers who studied marketing before Facebook were a glint in Mark Zuckerberg’s eye, this is a real challenge.
In some sectors there is a digital skill shortage in the marketing profession. Over the years I have met many marketers who struggle with the basics let alone what I call the ‘social media denialists’, those who continue to dismiss the value of social media as a marketing discipline.
As with any trade it is essential that marketers keep up-to-date with the latest developments in their chosen field. In marketing, arguably keeping up is not enough and you need to be ahead to have an edge on the competition and to maximise the potential of new developments.
The Gartner survey shows the industry pointing in the right direction, it’s a warning to those marketers who have had their heads in the sand and can no longer ignore digital’s permanent place as a core marketing discipline.